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.
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.
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.
It’s hard to believe that 11 great years have gone by so quickly at Smaato. During that time, I have seen the company evolve from a small startup with a bold idea to a global leader in the mobile advertising space.
I would like to mark this important company milestone with a short message for everyone involved with Smaato.
Firstly, I am very proud of all the work that our team, past and present, has put into building this wonderful company together. With offices in Hamburg, San Francisco, New York, Singapore and (now) Shanghai - I think it’s fair to say that Smaato has grown up fast and expanded beyond our wildest expectations.
It would not have been possible to achieve so much success over the past 11 years without the dedication, passion and loyalty of our employees. I would like to take this opportunity to thank everyone in the Smaato family from the bottom of my heart. I am so proud of you and I truly appreciate your tireless work for Smaato.
This is a great day for Smaato - one we could only imagine when we founded the company 10 years ago.
Strong New Strategic Partnership Creates Opening to Accelerate Growth
Today’s news positions Smaato for enormous growth in the months ahead, with a strategic partner that has the resources and vision to accelerate Smaato’s technology roadmap and commercial growth. Building off Smaato’s position as the leading global, real-time mobile advertising platform, this partnership with Spearhead Integrated Marketing Communication Group* will uniquely position Smaato to enter the mobile advertising market in China, with a large, established Chinese partner.
In 2015 we’ve had enormous success in driving the right advertiser traffic to their popular downloadable games like Magic Jigsaw Puzzles, and the results speak for themselves.
You’ll read in the case study how Smaato, using both high-touch account management and the extremely low-touch customization tools available within SPX, more than doubled the traffic Ximad was providing due to an increase in both fill rate and eCPM. This resulted in a nearly 2000% increase in revenue month over month. It also touches on the importance of passing the proper parameters to enable advertiser targeting and high eCPM; in this case, Location and Device ID were the two most important data parameters for Ximad.
The case study is free to download and read here.
SPX now includes a super-simple “point and click” native advertising builder, which allows publishers to take advantage of this proven revenue driver, and to deliver native ads where they might have previously delivered banner ads or interstitials. It’s the first fully-functional native ad builder for mobile publishers, and it makes these ads easier to create than ever before. Publishers who use Smaato’s platform are now fully empowered to build native ad campaigns in a variety of formats and sizes that they know will look best in their apps or websites and connect with their audiences best.