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.
Of course, prior to this blog post, Smaato had an enormous amount of demand connected to the Smaato Exchange with 450+ demand partners. But we didn’t have a solution for those demand sources that offered optimization at scale that was comparable to SPX on the publisher side. Targeting the type of inventory we send these connected DSPs and ad networks was quite a manual process, and therefore left a lot of room for improvement.
To solve this problem, today we are proud to announce the launch of The Smaato Demand Platform (SDX), a custom-built, self-serve interface for any form of demand connected to the Smaato exchange.
SDX is now the control center for our buyers. Through a beautiful and easy-to-use interface, SDX enables DSPs and ad networks to directly control the types of ad requests they receive from the Smaato Exchange (SMX). Buyers can now target or limit the requests we send them in a number of ways:
SDX Traffic Targeting Parameters
All of these targets or limits can be controlled exchange-wide for every request we send to a given demand source, or they can be set for only specific sets of targets using the familiar “Line Item” paradigm. In addition, all of the above parameters can be combined in any number of Line Items, in order to give our buyers very granular control to match their specific campaign traffic needs. For example, a buyer using SDX could apply the following parameters to control traffic: “only send me requests from App X, from users in the United States who are on wifi, are using iOS 9.x, and at a maximum of 2,000 Queries Per Second.”
While the initial feedback on SDX is already very positive, of course we are not done. Future versions of SDX will expand the targeting parameters available.
Stay tuned to this blog for more details as we continue to enhance SDX for DSPs and ad networks connected to the Smaato exchange.