Smaato Expands Publisher Platform For Native Offering

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Real-time ad platform Smaato has expanded its publisher platform, SPX, to include a super-simple native advertising builder and private marketplace functionality.

Chung Puo
Posted by Chung Puo

These two features are on the forefront of mobile advertising technology, and now will be integrated into Smaato’s platform, which is already the largest independent, globally-focused mobile exchange. Smaato is beefing up its real-time advertising platform to give more control to its 90,000+ mobile publisher and app developer partners, helping them boost monetization in the busy Q4 season.

Obtrusive advertising is a death sentence for nascent mobile publishers looking to monetize: bad creatives can kill mobile advertising. Meanwhile, native advertising on mobile is seen as the most effective way to unobtrusively connect with viewers. These ads drive four times higher click through rates than mobile banner ads and are viewed 53 per cent more frequently by consumers. With Apple allowing ad-blocking extensions for Safari in iOS 9 creating mobile ads that offer a seamless, pleasant experience for mobile users has never been more important to the mobile advertising ecosystem.

“In the mobile advertising industry, the mantra is innovate or lose,” said Ragnar Kruse, CEO and co-founder of Smaato. “We’re constantly looking for ways to improve the mobile ad experience – whether that’s by improving the relevance and aesthetics of ads, eradicating mobile ad fraud or helping maximize the revenue mobile publishers make from their ad space. We want to give our 90,000 mobile publishers every tool they need to be successful – and today, we took a huge step in that direction.”

This news also marks an expansion of Smaato’s Dynamic Demand from three components to four. Dynamic Demand is Smaato’s real-time programmatic competition within the platform among all types of demand for the highest eCPMs for publishers. Now, it will choose the advertising source in the publisher’s stack that offers the highest eCPM based on:

  • Direct campaigns
  • Smaato’s RTB exchange and ad network mediation
  • Publisher-owned ad networks
  • Private Marketplace

Smaato is also improving how it makes video ad buying programmatic by certifying VAST-compliant video inventory, and allowing it to be monetized via private exchanges or in the open market.