Header bidding has quintupled over the past year, according to estimates. Its meteoric rise reflects a fervent desire across the digital media industry for a truly unified programmatic experience, in which multiple demand sources can simultaneously bid on inventory, rather than “waterfalling.” While a step in the right direction, header bidding, otherwise known as “advance bidding” or “pre-bidding”, still falls well short of the programmatic ideal, which is why Smaato has integrated competition within the ad server itself.
In this first in a series of video interviews with Smaato APAC's Managing Director, Malcolm Wong, we take a look at the different opportunities and challenges facing mobile publishers in the APAC region, as well as the key developments in mobile advertising as it has evolved over the past 10 years.
Asia Pacific, despite being highly fragmented with regard to language, has seen a boom in app development across virtually all geographies. Countries such as China, Japan, Indonesia and India have become app development powerhouses, and Smaato works with thousands of publishers and advertisers in the region. We are now globally connected to more than 90,000+ publishers, 390+ demand partners and 600+ million monthly active unique users.
Looking to move beyond the banner, and start serving native advertising within your apps and websites? With native advertising on the rise in mobile, it's a valid option for every mobile publisher to look into possible placements. However, native ads have traditionally been a bit of a challenge for publishers - with many wondering what a sensible placement for native ads might look like on their apps and sites. There's also the challenges that come with handling the multiple creatives that lie in a native ad response (as opposed to usually only one, with every other ad format).
Thankfully, Smaato has you covered.
Effectively monetizing your app or mobile website through mobile advertising relies on your ability to deliver localized, targeted ads to the largest, most relevant audience.
Our self-serve platform gives you the control to configure how you connect to demand partners all over the world where your app is consumed, and set up those demand sources to compete in real-time for the best price on every impression.
Jay Hinman, our VP of Marketing, offers additional insights on how to monetize a global audience in this second video in our Mobile Programmatic Perspectives series.
SPX now includes a super-simple “point and click” native advertising builder, which allows publishers to take advantage of this proven revenue driver, and to deliver native ads where they might have previously delivered banner ads or interstitials. It’s the first fully-functional native ad builder for mobile publishers, and it makes these ads easier to create than ever before. Publishers who use Smaato’s platform are now fully empowered to build native ad campaigns in a variety of formats and sizes that they know will look best in their apps or websites and connect with their audiences best.
Next week Smaato will have a strong contingent in place for dmexco, one of the most important global events in our corner of mobile marketing and advertising. We’ve certainly attended and exhibited in the past, but our presence this year will be our largest yet. If you’re headed to Cologne, Germany for the show on September 16th-17th, we’d love for you to stop by.
We are kicking off a new series of videos produced here at Smaato that we’re calling “Mobile Programmatic Perspectives”. Each 90-second video will answer a hot topic within the mobile advertising industry, and provide publishers and app developers with Smaato’s solutions for addressing the issue, as well as food for thought in formulating their own solutions.
We’ve just published another new case study that looks at how one of our core app developer partners, Pinger, monetized their many messaging and communications apps with Smaato’s help. We’ve been working with Pinger since 2011, and this new case study looks at what happened when they opened their apps to advertising via real-time bidding (RTB) in 2012 - and in the three years since. Together, the two companies collaborated in optimizing price tiers and price floors for Pinger, all in the name of higher CPMs and increased revenues – which, to our mutual satisfaction, is exactly what happened.
Beyond our cutting-edge mobile advertising platform and helping the world’s publishers and app developers monetize their inventory, Smaato also knows when to cut ourselves some slack and have a bit of fun.
As part of Smaato’s 10th anniversary celebrations, the Smaato APAC team decided to embark on our office’s very first Corporate Social Responsibility (CSR) program in Singapore. The elderly at Kreta Ayer Seniors Activity Center were the main beneficiaries of this event. They belong to the lower-income households, occupying a small one-room flat apartment above the activity center. These elderly spend a large amount of their time there, engaging in various social activities like singing karaoke, playing games and having meals together.
Apple will be rolling out iOS 9 soon, with what's sure to be a bunch of awesome new features. One of the most important features for us, and for our iOS publishers, is the App Transport Security (ATS), which enhances security on iPhone devices and encourages iOS app developers to use secured connections when communicating with their servers.
Smaato is actively testing its iOS advertising SDK on iOS 9 beta, and we’re happy to announce that our latest iOS SDK version 7.1.4 has successfully passed all our tests and therefore is compatible with the upcoming iOS 9 release.