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The Smaato Blog

The Smaato Blog

Mobile Ad Spend Growth Up 103% Globally

Posted by Eric Arline on October 21, 2016

With insights drawn from over 300 billion global impressions on Smaato’s platform, we can confidently share that mobile ad spending picked up steam in Q2 2016. Released today, Smaato’s latest Global Trends in Mobile Advertising report analyzes the substantial gains for both mobile web and in-app ad inventory with overall ad spend up 103% from Q2 2015 to Q2 2016.

With strong eCPM gains in larger markets such as the US (+170%) and China (+334%), it was interesting to note that Norway (+784%) emerged as the Q2 leader in eCPM growth!

Driving this growth are several factors that, when combined successfully, maximize publisher eCPM and establish a sweet spot we refer to as the “Perfect Ad Space”. In this report, we took a look at some key eCPM drivers a publisher may consider: app category, operating system/environment and geolocation.

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Smaato SDK Update for iOS 10

Posted by Bertrand Rothen on October 18, 2016

Apple recently released the new iPhone 7 and the iOS 10 operating system. With greatly enhanced lock screen and messenger capabilities, opening Siri to third-party applications and laying a foundation for smart home connectivity, iOS 10 boasts some impressive additions to the iPhone user experience. At first glance, there aren't any game-changers for iOS app publishers.

However, when it comes to in-app advertising, publishers should pay close attention to the following changes introduced by iOS 10: Limit Ad Tracking (LAT) and App Transport Security (ATS).

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Building better software tests with Spock

Posted by Gerd Rohleder on October 14, 2016

Development is one of the key activities that build, enable and ultimately power the overall mobile environment.  Today we are sharing some key insight into an important aspect of development – testing framework – from one of our most experienced developers here at Smaato.

Developers know that choosing the right testing framework for the job can be really complicated. The jUnit Framework is an excellent Java testing tool, but for specific tests that require sample data, better tools - like the Groovy-based Spock - are availableThis post describes how to use Spock and how it handles test data. It also explores how Spock tests can be executed with jUnit tests and maven.

How jUnit runs parameterized tests

To have a test that works with a set of test data, you need to define a data method which returns all samples in a Collection. Each sample is used to instantiate a new test class. The constructor needs suitable parameters for the test samples. Then all test methods are executed, as you can see in the code samples below:

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Press Play on Mobile Video Advertising

Posted by Eric Arline on September 30, 2016

Mobile video ads have taken the programmatic advertising ecosystem by storm. Not only does video pull us into the experience like no other format can, enticing us to pay more attention to ads, but the enormous projected growth and revenue-earning potential of mobile video ads also commands attention.


Scale of Mobile Video Ads

Video advertising is currently the fastest growing mobile ad format. As it all plays out, mobile is quickly closing the once considerable gap previously led by desktop in terms of video ad spending. Cowen and Company predicts that, by 2018, ad spend in mobile video will not only double - weighing in at a massive $9.9 billion - but will even overtake that of desktop video in the U.S.

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Celebrating Smaato’s 11th Birthday

Posted by Ragnar Kruse on August 25, 2016

It’s hard to believe that 11 great years have gone by so quickly at Smaato. During that time, I have seen the company evolve from a small startup with a bold idea to a global leader in the mobile advertising space.

I would like to mark this important company milestone with a short message for everyone involved with Smaato.

Firstly, I am very proud of all the work that our team, past and present, has put into building this wonderful company together. With offices in Hamburg, San Francisco, New York, Singapore and (now) Shanghai - I think it’s fair to say that Smaato has grown up fast and expanded beyond our wildest expectations.

It would not have been possible to achieve so much success over the past 11 years without the dedication, passion and loyalty of our employees. I would like to take this opportunity to thank everyone in the Smaato family from the bottom of my heart. I am so proud of you and I truly appreciate your tireless work for Smaato.

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Smaato Publisher Platform (SPX) Updates

Posted by Bertrand Rothen on August 23, 2016

If you’ve been following Smaato's product team recently, you might have noticed that we’ve been shipping copious demand-side releases -- most notably around the launch of our new Smaato Demand Platform (SDX)

However, we're also expanding our Smaato Publisher Platform (SPX) and we'd like to showcase the latest SPX additions here.


ONE by AOL: Mobile Connections

We've updated our connection to AOL's mobile publisher solution, ONE by AOL: Mobile, which includes offerings from Millennial Media and Nexage. The Millennial Media client-side connection (via SDK) and the Nexage exchange are now unified under ONE by AOL: Mobile within the SPX interface. This update allows publishers to mediate ad requests to AOL either client- or server-side.


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New Frontiers in Mobile Advertising: Targeting & Relevance

Posted by Sean H. Lee on August 10, 2016


Only a few short years ago, the best advertisers could hope to do was target a broad demographic. Today, as ad tech quickly advances in its efficiency and precision, the mobile app world is opening up new opportunities for ad relevance. And when it comes to choosing publishers for advertisements, the app category is perhaps the most important factor. After all, it significantly impacts who the users are and what type of content they find valuable. 

Not all app categories are created equal – as far as advertising is concerned, at least. Smaato's latest Global Trends in Mobile Advertising report shows that the Arts & Entertainment category is the definitive winner: it accounts for over half (52%) of total mobile ad spending. In the Americas alone, ad spend in this category has grown by 364% from Q1 2015 to Q1 2016. We predict that this upward trend will continue.

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Introducing SDX: The Smaato Demand Platform

Posted by Garrett McGrath on July 26, 2016

In January 2015, we proudly launched the Smaato Publisher Platform (SPX) to help publishers and app developers maximize ad revenue. SPX is a free, full-featured publisher ad server connected to Smaato’s mobile advertising exchange (SMX). As part of our core mission here at Smaato is to help our publisher partners make more money, the launch and widespread adoption of SPX has definitely exceeded our expectations.

However, there are two very important sides to this mobile marketplace equation. While we have tons of supply (ad inventory from thousands of connected publishers) in the Smaato exchange, without the right demand (buyers, advertisers and those systems that enable them to buy programmatically) also connected to Smaato, we may as well all pack up and go home.

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Getting Ahead of Header Bidding

Posted by Eric Arline on June 29, 2016

Inventive advertising technology continues to surface as the mobile tidal wave builds momentum. Programmatic, private marketplace, native and real-time bidding are all important AdTech innovations that are here to stay.

One of the more topical innovations, header bidding, which aims to eliminate the price tiers & inefficiencies associated with the traditional ad server “waterfall,” is far from taking a bow, but it also doesn’t deserve a standing ovation.

Header bidding is a programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. Its main goals are to eradicate the dreaded advertising waterfall and solve the thorny issue of automating digital advertising. While header bidding succeeded in opening the floodgates to all of a publisher’s bidding partners, some experts still consider it waterfalling by a different name.

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A Big Day for Smaato!

Posted by Ragnar Kruse on June 8, 2016

This is a great day for Smaato - one we could only imagine when we founded the company 10 years ago.

Strong New Strategic Partnership Creates Opening to Accelerate Growth

Today’s news positions Smaato for enormous growth in the months ahead, with a strategic partner that has the resources and vision to accelerate Smaato’s technology roadmap and commercial growth. Building off Smaato’s position as the leading global,  real-time mobile advertising platform, this partnership with Spearhead Integrated Marketing Communication Group* will uniquely position Smaato to enter the mobile advertising market in China, with a large, established Chinese partner.

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