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Risky Business Smaato Integrates Competitors’ Ad Servers Into Its PlatformSmaato is taking a risk — but one the company thinks will pay off in the long run.

A leading global real-time advertising platform for mobile publishers and app developers, Smaato has announced a major enhancement to its SPX publisher platform.

“In order to yield the highest possible revenue for publishers – and at the risk of giving business to competitors – Smaato is integrating other well-known ad servers into its platform,” said company execs in an announcement this week.

Because large publishers around the world want to work with large ad networks and exchanges, Smaato aims to remain a one-stop shop to connect publishers with all the biggest, and most reputable names in mobile ad serving.

“Competition is key in any marketplace, and with this integration, we’re really taking that concept to a whole new level,” said Ragnar Kruse, CEO and co-founder of Smaato. “We’ve been focused on doing everything in our power to allow mobile publishers to make more revenue since day one. By integrating our competitors’ demand sources into our platform, we’ve added another layer of Dynamic Demand so our publishers can make more educated decisions, and bring in more profit than ever before.”

Smaato serves up to 6 billion ads each day, across 800 million unique monthly mobile users around the globe, and works with 90,000 mobile app developers and publishers.

More details are available here.

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