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The Smaato Blog

The Smaato Blog

Mobile App Publishers Take Notice as Android eCPMs Surge

Posted by Brian Finnerty on April 28, 2016

Who’s winning the mobile platform war: Apple’s iOS or Google’s Android? In terms of sheer volume, Android phones outsell iOS phones globally, but historically iOS users have been considered more valuable by advertisers. That dynamic is now changing as Android makes fast inroads to take the top spot on both fronts.

With 80% market share,[1] it’s no secret that Android is the dominant global smartphone operating system. Even in a traditional Apple iOS stronghold like the United States, a majority of subscribers (52.6%) used Android devices to access their apps in Q3 2015. Apple’s iOS runs a close second at 42.7%, while smaller players like Windows and BlackBerry account for less than 5% of U.S. market share, according to Nielsen.[2] 

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Cross-Platform Mobile Development with BlackBerry

Posted by Smaato Inc. on April 13, 2016

As the leading independent real-time advertising platform, Smaato collaborates with over 90,000 mobile publishers and app developers from all around the globe. This reach enables us to tap into the expertise and best practices of highly successful mobile developers. We interviewed one such person, Shiladitya Sircar, who’s leading mobile application development at BlackBerry. In this interview, Shiladitya shares his experience of developing a mobile messaging solution, BBM, across Android, iOS®, Windows Phone® and BlackBerry® smartphones.

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Speed vs. Security: Optimizing Secure Communication

Posted by Johan Beisser on April 12, 2016

Internet traffic is moving increasingly towards ubiquitous use of secure connections (HTTPS rather than HTTP). Proper handling of these secure connections in order to make them as fast as possible is an area of real concern for anyone running a web-based or mobile business.

For mobile companies like Smaatothe challenge with HTTPS is not encryption itself, but rather the certificate exchange and session key negotiation which imposes additional overhead on a small request over cellular networks. Even high speed 4G/LTE carrier networks can be problematic for the SSL/TLS handshake.

Let’s take a look at a highly simplified HTTPS request from a mobile device:

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Smaato’s Global Trends in Mobile Advertising - Q4 2015

Posted by Smaato Inc. on March 23, 2016

Smaato recently unveiled our new Global Trends in Mobile Advertising Report for Q4 2015. This report  provides key facts, mobile trends and ad spending  insights drawn from the analysis of over 300 billion ad impressions across one billion unique mobile devices each month on the Smaato platform.

In Q4 2015, we highlighted six global trends across the mobile landscape: 

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Automated End-To-End Testing with Protractor, Docker and Jenkins

Posted by Marco Pajares Silva on March 9, 2016

It’s widely acknowledged that testing is a key aspect of software quality. Due to the complexity of modern software development, many firms have started using end-to-end testing procedures as part of their software release process.

What is end-to-end testing? Let’s start with a definition. “End-to-end testing is a technique used to test whether the flow of an application right from start to finish is behaving as expected. The purpose of performing end-to-end testing is to identify system dependencies and to ensure that the data integrity is maintained between various system components and systems.”1

A few months ago at Smaato, we decided to implement end-to-end tests inside our Publisher Platform (SPX). SPX is a Java application on the backend and a mix of Angular, JS, Primefaces and pure  HTML pages on the frontend. We apply a continuous integration system based on Jenkins to build the application and run tests.

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Case Study: Smaato’s Mobile Advertising Platform Works for BBM

Posted by Smaato Inc. on March 1, 2016

BBM is a globally popular social communication app that allows users “to connect and share instant messages, pictures and more for free, in real time - all with speed, control and privacy”

When it came to app monetization, BBM chose Smaato’s mobile advertising platform to gain exposure in key regions across the globe, particularly Indonesia, Saudi Arabia, and Latin America. Through a dedicated account management team and Private Marketplace (PMP) offering on our publisher platform, SPX, BBM and Smaato continue to grow a lasting partnership in mobile advertising.

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Smaato’s SDK Update Offers Six New Native Ad Templates

Posted by Bertrand Rothen on January 28, 2016
The advertising industry is abuzz about native advertising - if you're still new to native ads, check out our previous posts on native advertising in mobile and native ads with Smaato.

Native ads are attractive to publishers because they boast higher eCPMs and deliver better revenues than standard ad placements. Sounds compelling, right? There is one drawback, however - the technical realization of native ads is more complex than other ad formats.

Whereas image ads simply require single image creative plus a beacon that is called and displayed, native ads usually contain multiple creative pieces that need to fit the requirements of the native ad property. This means that larger-scale integration of native ads has been quite cumbersome for app developers…until now! Smaato set out to make this process a lot easier for you - enter our Native Ad Templates! 

With our newest iOS SDK (8.0.4) & Android SDK (5.0.2) updates, you're now able to integrate six pre-defined native ad layouts (as outlined by the IAB, and represented in our SPX Platform) as templates into your app, saving you approximately 80% of setup time! 

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Getting Started With User Acceptance Tests

Posted by Gerd Rohleder on January 22, 2016

In our quest to develop the most efficient, full featured mobile-first advertising platform, it has become evident that Smaato's development team had to adopt user acceptance tests (UATs). Manual checks done directly in releases or integrations tests on small parts of the application wasn't sufficient enough to minimize risks for bugs. Besides, we couldn't afford to take a full day to do complete round trips or tests for a feature. UATs allowed us to run those crucial tests in an automated fashion and focus on quality.

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The Adoption of Programmatic Buying in China

Posted by Mandy Ang on January 6, 2016

The development of programmatic media buying in China has become very visible in the last few years. Programmatic buying promises Chinese advertisers dramatic improvements in both efficiency and targeting.

In our first installment of our Bite-Sized Mobile Insights, I spoke with Smaato’s APAC Supply Senior Director, Delynn Ho, regarding the state of programmatic buying as well as the related opportunities and challenges in China.

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What NOT to Expect in 2016

Posted by Ajitpal Pannu on January 4, 2016

I was asked to write a piece on what we could expect in 2016 from mobile advertising. Naturally before even starting, I had already read many predictive pieces from some really smart people in the mobile, advertising or ad tech space. Instead I decided to focus on what not to expect.

The unicorns and anything ad tech related have been attracting more negative than positive attention throughout most of 2015. So the obvious question becomes what do we forecast for 2016 that will have a positive impact on Smaato’s team, company and direction? How do these predictions impact sales, product or overall strategy? To approach these questions, I am going to share what I think we will not do in 2016 and what I think will have a positive impact on our industry.

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