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Smaato drives Mobile RTB at scale with upgrade to its SOMA Real Time Optimization Platform and first partners StrikeAd and Fiksu

Home » Blog » Smaato drives Mobile RTB at scale with upgrade to its SOMA Real Time Optimization Platform and first partners StrikeAd and Fiksu
Posted by Smaato Inc. on November 22, 2011

Smaato, the leading mobile ad optimizer and mobile advertising company, today welcomes leading mobile DSP providers StrikeAd and Fiksu to take advantage of Smaato’s global RTB-enabled mobile inventory.

Smaato announced today, that SOMA has been substantially upgraded to a new platform version – with significant improvements in RTB, parallel ad requests, rich media and geo location targeting. Mobile RTB becomes available today to all 70+ ad network partners according to the OpenRTB mobile 2.0 standard.

Smaato is the largest mobile SSP (Sell Side Platform) and pioneering the push for mobile RTB on a global level with its vast reach of serving ads 230+ countries. StrikeAd and Fiksu are joining 70+ leading mobile ad networks and other ad revenue sources connected to SOMA (Smaato’s Open Mobile Advertising platform).

RTB is benefitting Smaato’s app developers and mobile publishers with enhanced control and maximized pricing. Our SOMA platform is already processing huge volumes of ad requests optimized in real-time. Now with DSPs and other new players, RTB will enhance the relevancy for mobile users as well as data analysis in our publisher dashboards, stated Ragnar Kruse, Co-Founder & CEO of Smaato Inc.

Main features of Smaato’s SOMA platform are the real time optimization of publishers’ ad impressions on a global scale; rich media (incl. video) and enriched ad requests with audience data (i.e. gender, age, location) plus device and carrier targeting.

RTB with automated media buying processes leads to fair pricing and an efficient market. Mobile publishers and app developers benefit by being able to monetize their inventory with more control over the potential advertiser relevance and pricing.

Better data, improved targeting technology and real-time bidding allow advertisers to buy based upon actual audience characteristics rather than just ad spaces. This higher transparency for the advertiser leads to reallocation of significant budgets in new channels and to higher eCPMs for the publisher.

As openRTB mobile members, Fiksu and Smaato will help the mobile advertising ecosystem become more efficient, which will benefit both mobile advertisers and mobile publishers, stated Micah Adler, Fiksu Founder and CEO. By combining Smaato's strategic publisher relationships and massive inventory base with Fiksu's industry leading data set and bidding algorithms, our partnership can provide unprecedented levels of performance for the global mobile marketing ecosystem.

The more RTB is evolving in the online advertising space, the more media buyers are looking to expand the automated buying processes to mobile inventory. Smaato values better targeting data available in real time as a great step forward to drive mobile into the advertising mainstream.

Brand and agencies now know that mobile is essential to how they engage with consumers. As a result, we see a surge in demand for more intelligent and targeted access to high quality ad inventory. With Smaato’s extensive range of RTB enabled inventory, we can now provide even more control and choice over where ads are targeted so that brands can optimize their advertising for better ROI and consumer engagement, stated Alex Rahaman, CEO of StrikeAd.

The pioneering partnerships enable advertisers a have unprecedented access to Smaato’s high quality advertising inventory in the USA, Europe and Asia.

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Written by Smaato Inc.

Smaato is the leading global real-time advertising platform for mobile publishers and app developers. We run the world’s largest independent mobile ad exchange and we've been pioneering innovative, mobile-first solutions for publishers since 2005.

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