Smaato Adds New Capabilities to Leading Mobile Ad Optimization Platform

SAN FRANCISCO, SINGAPORE, and HAMBURG, Germany, Aug. 15, 2012 /PRNewswire/ -- Smaato, the leading mobile supply side platform and mobile ad exchange, today introduces three new capabilities to its industry leading mobile ad optimization platform, which includes the Smaato Real Time Bidding (RTB) Exchange, the Smaato Ad Server and Smaato Mediation. Smaato's latest features aim to help mobile app developers and publishers more effectively monetize on a global scale. Capabilities include:

Smaato Mobile RTB Exchange
Based on the OpenRTB standard version 2.0, Smaato's new global mobile RTB Exchange will provide Ad Networks and Demand Side Platform Providers (DSPs) access to high quality inventory and targeted mobile audiences, helping to increase eCPM and ad revenues for over 58,000 app developers and publishers currently using Smaato technology.

The Smaato global mobile RTB Exchange will deliver enhanced targeting options and increased access to a larger pool of high quality premium campaigns, which will in turn help to improve ad quality and relevance for advertisers. Other key Smaato RTB features include providing full transparency into ad serving as well as the ability to automate campaign settings, enabling campaign managers to "set and forget" and reduce campaign workload.  

The RTB exchange will also include a unique web-based RTB self-service testing portal, allowing Ad Networks and DSPs to test OpenRTB implementations. In doing so, DSPs and Ad Networks can conduct trigger tests at any given time. Once a DSP or an Ad Network has passed they can then go live without further verification, bringing enormous time savings for Ad Networks and DSPs and eliminating the need for manual testing.

Smaato Ad Server
Other capability to be included is the introduction of the Smaato Ad Server which allows mobile app developers and website publishers to cross-promote or sell inventory directly to advertisers through their own sales forces. The Smaato Ad Server will also offer all standard ad server functionalities, such as the ability to support video and rich media, as well as offering a wide range of targeting capabilities.  

Smaato Mediation
The addition of Smaato Mediation aims to help mobile app developers and website publishers easily and flexibly route traffic according to requirements. In addition to having control over traffic, Smaato's data-driven optimization engine also sources top paying ads, enabling mobile app developers and website publishers to get top dollar for premium inventory.

Smaato Mediation does not require a separate 3rd party SDK, which means very little integration is required in order to leverage multiple Ad Networks on a global scale.

"Our mission is to extend our platform with advanced new components to better serve the requirements and goals of fast-growing mobile app developers and mobile website publishers who want to monetize their inventory on a global level", said Ragnar Kruse, Co-Founder and CEO of Smaato. "With the availability of the new Smaato features, our customers and partners have all functionalities they need to be successful on a single optimization platform. This is a big advantage for our customers and helps them maximize their ad revenue through an easy-to-use, one-stop global ad optimization platform. For us this is a big step forward and it emphasizes our deep understanding of customer requirements and our market position as a technology leader and global monetization expert."

Detailed information about Smaato and the new components can be found on Smaato's revamped corporate website at www.smaato.com.

About Smaato, Inc.

Smaato provides a one-stop shop to mobile app developers to maximize mobile advertising revenues. Smaato provides Ads for Apps, and operates the leading mobile advertising optimization platform. More than 58,000 fast-growing app developers and publishers use Smaato to monetize their mobile inventory in over 230 countries with advanced real time bidding features and rich media ad formats.

Smaato's unique feature is the aggregation of 90+ leading Ad Networks and DSPs to maximize mobile advertising revenues. Through an open API and the widest range of SDKs, Smaato technology can be easily integrated with Ad Networks, DSPs, ad inventory owners (publishers, app developers and operators), and 3rd party ad technology providers.

Smaato is an initial member of the OpenRTB Mobile subcommittee and an active member of the Mobile Marketing Association, Singapore Infocomm Industry (SITF), Singapore IT Federation and the German Digital Media Association BVDW. Smaato received a Top 100 Private Company Award by AlwaysOn Media (2012, 2011, 2009 & 2007), is one of the AlwaysOn Global 250 winners in the Mobile category (2011), and was recently named a "company to watch in 2010" by Financial Analyst company GP Bullhound, among other awards.

Smaato Inc. is based in San Francisco, California. The privately held company was founded in 2005 by an experienced International management team. Smaato's European office is in Hamburg, Germany and the Asia-Pacific team works out of Singapore.

SOURCE Smaato, Inc.

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