Receiving over 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.
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.
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.
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.
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.
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.
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.
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.
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.
When Apple released the first iPhone ten years ago today, a revolution was born that would change our lives and create multiple billion-dollar industries. To commemorate the 10th anniversary of this monumental mobile moment, we are taking a look at how much the iPhone has changed our lives, impacted advertising and defined a new generation.
It's not that the iPhone was the first mobile phone nor even the first smartphone. The invention of the Smartphone dates back to the 1970s, and in the later part of the 1990s, many mobile phone users began carrying PDAs (personal digital assistants) that ran on various systems such as Blackberry OS and Palm OS. Nonetheless, everything changed when Steve Jobs pulled the iPhone out of his pocket in early 2007.