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.
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.
2017 started off with a bang for the mobile advertising world with both mobile ad spending and ad space values growing globally. For our recently released Q1 2017 Global Trends in Mobile Advertising, we analyzed over one trillion global mobile ad requests on the Smaato platform to gain insight into the latest mobile advertising trends. While the world's largest mobile advertising market (the US) continued to see healthy growth, China was the world's growth driver among the Top 10 global mobile advertising markets.
In 2016, we released the Smaato Demand Platform (SDX), which gave our demand partners the ability to specify the type of mobile inventory they would like to receive from Smaato.
SDX offers granular, self-service controls designed to make mobile advertising spend as targeted and efficient as possible for our buyers.
Today we’re pleased to announce a new SDX feature called Inventory Discovery, which delivers more powerful and refined controls for Smaato's demand partners. We have added a new Discovery tab to SDX that allows buyers to see and then filter their view of all available mobile inventory flowing through the Smaato Platform.
We recently released our new Global Trends in Mobile Advertising Report for Q3 2016 with insights drawn from in-depth analysis of up to 300 billion ad impressions generated across over one billion unique mobile devices every month on the Smaato platform. This report provides key facts, mobile trends and ad spending insights from both in-app and mobile web ad inventory over the third quarter of 2016.
Our latest report highlights five key findings across the global mobile landscape:
Strong Mobile Ad Spending Growth Continued in Q3 2016
Worldwide mobile ad spending continued to post robust growth (+64%) in Q3 versus the same quarter last year on the Smaato platform. The America’s region grew most (+77%), while APAC and EMEA followed with healthy gains of +64% and +22% respectively.
As you may be aware, Apple has announced some changes that will affect your iOS apps. Starting on January 1, 2017, all apps and app updates submitted to the App Store must be compliant with App Transport Security (ATS). This means that ATS will be enabled as a default setting, which will prevent your iOS apps from making non-secure connections.
Download the latest Smaato SDK iOS v.8.1.0 which includes the necessary support to ensure that monetization continues to work as intended once ATS compliance is required for your iOS apps.
Today, we'd like to highlight an important but often unseen hero of Smaato's mobile advertising marketplace—our Market Quality initiative. It ensures that Smaato's global community of app developers, publishers and mobile advertisers can access a clean, protected mobile advertising marketplace—safeguarded from malware, click fraud, bots and more.
Fraud is an uncomfortable topic for most of us in the mobile advertising industry. No one wants to admit the possibility of their business being undermined by fraudulent traffic, bots and inappropriate ads. Meanwhile, fraud persists, with the IAB estimating that mobile ad fraud alone is costing advertisers around $1.3 billion per year. Thankfully, there has been a concerted effort in recent years to discuss what we as an industry must do to confront it.
Mobile video has reached a new level of maturity and it’s gaining real traction; as a result, the Smaato team has been working on expanding our exchange's video capabilities. Today, we are happy to announce two substantial additions to our available ad formats: Outstream and Rewarded video.
Mobile video ad spend is projected to hit $5 billion in 2017 and will continue to grow by nearly $1 billion annually through 2020, according to eMarketer. Add in the larger mobile video viewing audiences and the rapid advancement of smartphone technology—such as faster processors, larger screens, improved mobile data/connections—and publishers have plenty of reasons to evaluate the potential of running mobile video ads that monetize their apps effectively.
About six months ago, Google decided to open up the Dynamic Allocation feature inside DoubleClick for Publishers (DFP) to third party exchanges allowing them to compete for ad impressions. It’s fair to say the advertising industry sat up and took notice, since this announcement carried real implications for both supply and demand (not to mention the fully intentional impact on header bidding solutions).
Since then, Google has seen strong growth in its Exchange Bidding product. Given such positive early results, the company has decided to double-down on this success by expanding the program. Jonathan Bellack, Google’s Director of Product Management, unveiled several new exchange partners at the Programmatic I/O conference in New York last month. Smaato is pleased to be listed as one of Google’s key selected mobile exchange partners.