UPDATE Learn more about Smaato's commitment to the General Data Protection Regulation (GDPR)

High Quality Traffic Standards

Smaato is committed to providing demand partners with high-quality, verifiable traffic. With transparency and thorough monitoring, we help make your campaigns a success.


Dashboards, analytics and data provide complete transparency into the traffic you buy


Verifying your ads are effectively displayed — minimum 50% viewable for 1+ seconds

Brand Safe

Ensuring your ads appear alongside appropriate content at all times

Fraud Free

98% fraud-free globally through cutting-edge technology and human monitoring

At Smaato, our primary mission is to ensure that advertisers can access high-quality traffic for all their mobile ad campaigns through our extensive network of 90,000+ publishers and app developers. Over the past decade, we have gained a unique perspective on the connection between top quality supply and optimal traffic.

Even with premium supply, it’s important to be vigilant about fighting marketplace fraud. Smaato created a global Traffic Quality team dedicated to monitoring all traffic 24 hours a day, seven days a week. This team of experts leverages a robust set of tools to ensure that your ad campaigns deliver genuine results. In essence, we focus on making traffic on our exchange fraud free, viewable, brand safe and transparent.

Quality Inventory Matters

Advertisers transact with premium supply partners in our marketplace with full confidence that their campaigns will reach authentic target audiences. Our standards for onboarding publishers leave no stone unturned – purposely designed to offer an exceptionally clean marketplace with premium publishers and only top quality inventory.

Tackling Ad Fraud

Fraud is an uncomfortable topic for many in the mobile advertising industry. No one wants to admit the possibility of their business being undermined by fraudulent traffic, bots and inappropriate ads. Meanwhile, fraud persists, with the Association of National Advertisers and WhiteOps estimating that fraud costs advertisers more than $6 billion annually.

We at Smaato seek to facilitate an open discussion around what we as an industry can do to confront fraud. Smaato’s approach to traffic quality combines technology and human expertise to protect ad campaigns from fraud such as bot traffic, click fraud, and more.

Total Campaign Protection

Our global Traffic Quality team is tasked with protecting all your mobile ad investments from fraud such as bot traffic, invalid clicks and more. When suspicious activity arises on the exchange, our traffic quality experts isolate the issue and eliminate the threats in one of the following ways to ensure the best performance of your ads.


Programmatic partners are protected against ad fraud by Smaato’s global blacklist of publishers, maintained in conjunction with Integral Ad Science (IAS) and DoubleVerify.

During the Campaign

Traffic quality scanning tools perform real-time filtering and blocking of undesired publishers at the URL and page level.


Our experts perform impressions and click analysis to uncover powerful insights and recommendations for all following campaigns.

Completing the Safe Marketplace Circle

We take no chances in protecting you from fraudulent ads and low-quality traffic — learn more about how we approach market quality from the publisher’s perspective on our ad quality resources page. Please contact us if you have any questions about Smaato’s market quality initiative.