Viewability is an ongoing concern for advertisers, and for good reason. Knowing that ads are actually being viewed by users is the cornerstone of any successful campaign. With that in mind, we are making it easy for advertisers to find the inventory with the highest in-app ad viewability rates on our platform. We do this by allowing advertisers to directly target inventory that has been analyzed using Moat, the leading independent mobile viewability measurement provider.
We are making it easier than ever to ensure that our partners' mobile advertising campaigns are reaching their desired audiences at the right time with a new precision targeting feature: Pre-Packaged Deals.
Last year, Smaato released Open Deals, which are curated whitelists of apps that enable demand partners to purchase verified end-user inventory deals, saving time and effort in searching and selecting the most accurate targeting options. Now, after a successful testing phase, we are very happy to introduce Pre-Packaged Deals, the newest targeting feature within the Smaato Demand Platform (SDX). These professionally-curated, brand-safe inventory packages, now available in SDX, make precision targeting easy — just browse, select, click, and go!
The Smaato Demand Platform (SDX) is a particularly powerful tool for mobile advertising that enables demand-side platforms (DSPs) to manage sophisticated, self-service targeting.
Now, we are pleased to offer yet another exceptional feature to aid in the targeting and retargeting of verified end-users: device ID targeting.
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.
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.
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.
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.
Apple recently released the new iPhone 7 and the iOS 10 operating system. With greatly enhanced lock screen and messenger capabilities, opening Siri to third-party applications and laying a foundation for smart home connectivity, iOS 10 boasts some impressive additions to the iPhone user experience. At first glance, there aren't any game-changers for iOS app publishers.
However, when it comes to in-app advertising, publishers should pay close attention to the following changes introduced by iOS 10: Limit Ad Tracking (LAT) and App Transport Security (ATS).
If you’ve been following Smaato's product team recently, you might have noticed that we’ve been shipping copious demand-side releases -- most notably around the launch of our new Smaato Demand Platform (SDX).
However, we're also expanding our Smaato Publisher Platform (SPX) and we'd like to showcase the latest SPX additions here.
ONE by AOL: Mobile Connections
We've updated our connection to AOL's mobile publisher solution, ONE by AOL: Mobile, which includes offerings from Millennial Media and Nexage. The Millennial Media client-side connection (via SDK) and the Nexage exchange are now unified under ONE by AOL: Mobile within the SPX interface. This update allows publishers to mediate ad requests to AOL either client- or server-side.