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The Smaato Blog

The Smaato Blog

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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Will Data Transform Mobile Advertising?

Posted by Brian Finnerty on June 8, 2016

William Edwards Deming once said In God we trust; all others bring data”1 and how true that statement rings in the world of mobile advertising. Data underpins many decisions that app developers make when figuring out how to monetize their apps while sustaining a stellar user experience.

What’s all the fuss about data anyway, you might ask? For starters, advertisers pay significantly more money to app developers who can provide accurate data about their users. Looking at the Smaato platform, the eCPM for mobile ad impressions without data rose 42% year-over-year from 2014 to 2015. During the same time period, however, ad impressions that passed data saw eCPM rise by 120%. Without hiring a mathematician, we can conclude that apps with data deliver almost 3 times higher eCPM growth. Not too shabby.

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Where to Spend Your Ad Dollars? There’s an App for That

Posted by Eric Arline on May 25, 2016

When planned right, ad dollars follow consumer eyeballs, and these days people only have eyes for their mobile devices. According to eMarketer, the mobile advertising market will pass a major milestone in 2016, topping $100 billion and accounting for more than 50% of all digital ad spend for the first time.1

But enough about the statistics - how does this shift to mobile play out in people’s daily lives? Let’s say you’ve invited friends over for a barbecue, and you need to find inspired recipes for the grill in a hurry. Most of us would pull out our phones to run a quick web search for the perfect recipe. A few clicks later, you’re in your trusty weather app making sure your plans won’t be a washout. After a stroll through your social apps (5 more friends confirmed!), you’re putting together the playlist for tonight on your favorite music app. Where would we be without apps? 

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Top 5 Ways to Retain Users in Your Mobile App

Posted by Ruth Donaliya Mwangase on May 18, 2016

Staying ahead of the “Apps Race” at a time when users have millions of apps to choose from is an art that every app developer needs to master. What is really at the heart of apps like WhatsApp or Instagram that makes them gain international success and also stay relevant?

With the myriad of apps competing for attention on the market, your app needs to be a rare gem that keeps users deeply engaged, satisfied and loyal.

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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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