Is mobile programmatic a growth market?
That’s probably a safe bet, if the track record of Smaato, a global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Sell Side Platform (SSP), is any indication.
The company recently announced significant 2014 growth stats.
Smaato says it more than doubled its demand side partners (DSPs) to 340+ from 120 in 2013. Smaato’s SMX now connects more than 80,000 publisher partners, 110 Ad Networks, and 230 DSPs.
Not too shabby.
“Across the US, EMEA and APAC regions, Smaato boasts 540 million monthly unique visitors and an average of 120 billion monthly ad impressions — up from 40+ billion monthly ad impressions in 2013,” the company said in a recent release touting its growth. “Furthermore, 91 of the top 100 Ad Age brands appear on SMX with Consumer Product Goods as the largest buyer category. As a result, Smaato is the largest global mobile RTB ad exchange.”
Where did the growth come from?
Smaato’s growth was largely fueled by amped-up demand from some of the largest brands and biggest advertisers who chose to use Smaato’s independent mobile-first platform and SSP for a wide array of inventory.
“Big brand advertisers are starting to see beyond the black hole of self-fulfilling, user-generated platforms like Facebook and Twitter (MoPub),” explains Ragnar Kruse, Chief Executive Officer of Smaato. “Brands are finding ways to optimize their mobile campaigns with a broader and more diverse supply of inventory that Smaato can offer. Our growing number of publisher partners deliver the most relevant content and audiences. With this data advertisers can better hyper-target in the global mobile market.”