Founded in 2004 and headquartered in San Francisco, SMAATO is a real time advertising platform for mobile publishers and app developers. It offers both a supply side platform for managing ad inventories and an ad exchange for dealing with multiple ad networks.On the publishing side, the main focus for the company is SMAATO’s unique SPX platform product which is described as an “enterprise grade, infinite scale hosted publisher ad server with the single purpose of giving publishers full control over monetising their inventory”. According to the company it is the world’s only integrated mobile monetisation solution for mobile publishers and app developers which brings mobile, native and programmatic together. The mobile exchange product operates as a free, self-service platform, processing up to 10m ads a day, across 1billion users each month.
SMAATO also boasts access to over 90,000 publishers through its RTB ad exchange, increasing the efficiency of mobile advertising campaigns with ads served to unique users in real time, allowing for the first look at traffic and faster inventory integration. SMAATO’s DSP integration portal allows for self-service testing and quality assurance tools, delivering instant feedback. With mobile audiences such as BBM, Microsoft and Pinger, users get instant access to a high quality inventory.
Key client of SMAATO, Blackberry, used the SPX platform to improve Blackberry Messenger’s (BBM) eCPM performance by 25% since December 2014. Blackberry’s VP of Business Development, Haridas Nair, remarked that SMAATO’s “breadth of ad formats” has optimized BBM’s performance.
The company has recently been acquired by Chinese investment conglomerate Spearhead Integrated Marketing Communication Group for $148m. Although subject to regulatory approvals in China, this investment complements an existing $47m in financial backing raised so far, including some $25m series E funding led by Singapore Press Holdings, Aeris Capital and EDB Investments. Tech Crunch reports that this acquisition highlights a sector trend of Chinese investment in international companies.
In relation to the recent acquisition, CEO and Co-Founder of SMAATO Ragnar Kruse said:
“This collaboration creates enormous new opportunities for both partners. Spearhead brings to SMAATO not only its expertise and a trusted partnership but opens up the Chinese market for us. SMAATO allows Spearhead to expand very quickly outside of China. Together, we unlock potential for enormous growth and exciting possibilities that neither business could achieve alone”.
Kruse has also remarked to Ad Exchanger that China could bypass even the US when it comes to mobile ad spending given the penetration of the smart phone market (1 billion devices) and the dominance of the market within China. This not only highlights key potential for SMAATO but reveals wider consumer trends within the ad tech sector.
This combination of solid results working with clients, continued industry recognition and its recent acquisition, puts SMAATO in a position to consolidate its spot at the top of the mobile ad tech industry further in 2016.
With thanks to Dominic Pugh who co-wrote this article.