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The Smaato Blog

The Smaato Blog

Introducing the Next Generation of Smaato's Demand-Facing Platform — SDX

Posted by Nabil Chouaieb on November 15, 2017

We are excited to announce the next generation of the Smaato Demand Platform (SDX) that will boost campaign reach and reduce traffic costs.

SDX is a unique and powerful tool in the mobile advertising marketplace, enabling buyers on Demand-Side Platforms (DSPs) to conduct sophisticated, self-service targeting. After a successful year with SDX, we are excited to offer DSPs and agencies additional insights and targeting capabilities that are both precise and customizable. In particular, we have focused on two of the most important concerns of our demand partners: transparency and optimized targeting.

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How To Execute Database Migrations With Liquibase

Posted by Mahmoud Magdy on November 9, 2017

Receiving up to 19 billion ad requests every day, Smaato operates one of the world’s largest mobile advertising marketplaces. Our talented team of developers ensures the smooth operation of this marketplace — both our client-facing platforms (SPX and SDX) and the core technology “under the hood.” We're excited to provide a glimpse into the challenges and successes that our development team recently encountered: how to manage database changes in an efficient and effective way.

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Smaato & adsquare Partnership: Premium Audience Targeting in SDX

Posted by Jesse Modoono on November 6, 2017

We’re pleased to announce “Phase One” of our new adsquare integration. This first-ever exchange-side integration gives Smaato’s 450+ DSPs and ad networks access to historical and real-time global audience data targeting. Through a combination of Smaato’s premium in-app inventory and adsquare’s vast data portfolio, demand partners will now be able to target unique audiences at scale. Smaato publishers will also, in turn, see an increase in the quality and value of their inventory by serving contextual audiences to advertisers in real-time.

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Take Advantage of Advertising’s Greatest Opportunity This Christmas — Mobile In-App

Posted by Courtney Reich on October 23, 2017

As we approach the biggest consumer spending season of the year, brands and agencies cannot ignore the power of mobile. Mobile usage has been on the rise for years, and time spent on mobile now surpasses time spent on a desktop/laptop computer by more than one hour per day in the US.1 As a result, consumers will be using their mobile devices this Christmas shopping season to browse, research and purchase more than ever before.

This shift to mobile presents the greatest opportunity in the advertising world. So, as companies around the world increase their ad spending this holiday season, savvy advertisers should utilize mobile to get seen at impressive scale.

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App-Obsessed Millennials: The Darlings of Cyber Monday

Posted by Courtney Reich on October 16, 2017

Cyber Monday shattered mobile sales records last year to become the first day with over $1 billion in US sales on mobile devices alone.1 However, Cyber Monday is no longer just a 24-hour event, nor is it exclusive to the US. With week-long skyrocketing online and mobile sales in countries around the world, Cyber Monday (or should we say Cyber Week) has truly become a global phenomenon.

Millennials are the most mobile-first Cyber Monday shoppers, using their smartphone to find holiday deals more often than any other generation. But not all smartphone time is created equal — the majority of Millennials’ mobile minutes are spent in-app. This is great news for advertisers, as the in-app ecosystems allows for precision targeting at a level no other advertising medium can match.

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From Clicks to Bricks: Increase In-Store Sales Over Thanksgiving Weekend With In-App Advertising

Posted by Courtney Reich on October 9, 2017

Smartphones are our constant and most trusted holiday shopping companions. From before we leave for the store and even as we are standing in the shopping aisle, we use our mobile device to look up product information, read online reviews and find the best Black Friday deals. With 90% of US smartphone usage taking place in-app, the best way for advertisers to reach mobile-obsessed holiday shoppers is through in-app advertising. 

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Android Rules Ad Spending & iOS Reigns Over eCPM

Posted by Courtney Reich on September 27, 2017

With even Bill Gates using an Android phone, it's no surprise that this mobile OS is the most popular in the world. Android also rules ad spending on the Smaato platform, as revealed by analysis of Smaato’s 1.5+ trillion ad impressions in the Q2 2017 Global Trends in Mobile Advertising report. This report uncovered several striking differences in the use of mobile advertising on iOS and Android devices — differences that stem from early decisions that Apple and Google made about their respective mobile operating systems. 

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Video Scores Big as Fastest-Growing Mobile Ad Format

Posted by Courtney Reich on September 18, 2017

Video is winning the mobile advertising game. Unique in its ability to score big with advertisers and publishers alike, video was the fastest-growing mobile ad format on the Smaato platform in Q2 2017 as publishers doubled-down on mobile video ad spending. Rewarded video took home the prize as the fastest-growing video ad format.

To uncover the latest mobile video advertising trends, we analyzed the over 1.5 trillion ad impressions served on the Smaato platform in Q2 2017 in our latest Global Trends in Mobile Advertising report. This report provides insights into the mobile programmatic landscape on the Smaato platform last quarter and closely examines the growth of mobile video ad spending and eCPMs, which video ad sizes attracted the most ad dollars and the rapid rise of rewarded video ads.

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In-App Ad Viewability: The Current State & Publisher Best Practices

Posted by Sebastian Bär on September 6, 2017

Advertising can only be effective when it is seen by real people. As mobile ad spending continues to increase, higher measurement standards are vital for securing a healthy, thriving mobile eco-system.

The current debate revolves around what should constitute an impression. Not all ad impressions are created equal — just because an ad server has delivered an ad to an app or mobile website does not necessarily mean that the user has indeed had a reasonable opportunity to see it. Therein lies the difference between an ad impression that is viewable and one that is only served.

Both advertisers and publishers have a crucial role in ensuring mobile advertising viewability. Advertisers can help by supporting the development of clear mobile advertising viewability standards and holding all of their partners accountable to them. To avoid losing out on valuable advertising dollars, publishers and developers need to be proactive in understanding advertisers’ needs and concerns. To help publishers, we have compiled some mobile viewability best practices.

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In-App Advertising Trends: Music Rocks Ad Spending, Weather Heats Up Ad Values

Posted by Courtney Reich on August 2, 2017

Apps have transformed our lives, enabling mobile devices to replace both mp3 players and the TV weatherman. We now spend more time using apps than ever before, and the recent shift of ad spending towards in-app reflects this fact. As uncovered in our recently-released Q1 2017 Global Trends in Mobile Advertising report, in-app ad spending reached a record high on the Smaato platform in Q1 2017 with a 91% share of total mobile ad spending (versus mobile web).

We analyzed over one trillion ad requests on the Smaato platform in Q1 2017 and saw that, of this amped-up mobile ad spending, a higher share went to in-app than ever before. But this rising tide did not lift all boats equally — certain app categories fared better than others.

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