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SYS-CON MEDIA Authors: Bart Copeland, Andreas Grabner, Liz McMillan, Dana Gardner, Elizabeth White

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Smaato Reveals Successful Monetization Strategies for Global Mobile Advertising Market

Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today releases its first in a series of white papers intended to help mobile publishers create a successful monetization strategy for their apps or mobile websites on a global scale. The new white paper commissioned by Smaato addresses key monetization challenges and the benefits of RTB in overcoming these obstacles. The whitepaper’s focus on these challenges will be in line with the panel, "Mobile: The Great Enabler, from Advertising to Voting," being held at the Future in Review (FiRe) conference on Wednesday, May 21, from 3:00pm - 3:30pm in Laguna Beach, CA and being led by Smaato’s co-founder and CEO, Ragnar Kruse; Everyone Counts’ founder and CEO, Lori Steele Contorer; and Crosscut.com editor and panel host Berit Anderson. Smaato will also be at APPNATION in New York City from May 20-21 to further discuss the new white paper.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s SMX platform helps 76,000+ publishers monetize their inventory across 240+ Ad Networks and Demand Side Platforms. SMX has access to 75 billion+ ad impressions per month from ad-serving platforms across 450MM uniques. The key findings from the new white paper include:

The roots of the mobile inventory monetization challenge

The core competency of most mobile publishers is generally content or development rather than monetization and yield management, which leaves a successful monetization plan as a frustrating and time-consuming project. Additionally, the app economy works on a large, worldwide scale, with the major app stores operating globally and offering publishers a truly unique way to reach users almost anywhere. At the same time, this presents the challenge of finding a monetization partner that can efficiently service a planet-sized footprint.

The benefits of using a mobile RTB-enabled ad exchange

RTB at its core provides a way for advertisers to determine the value of the user, as well as the audience they are attempting to reach, on an impression-by-impression basis. The ability to make this valuation in real time, in a competitive environment, means that publishers are able to maximize the value of each of those impressions.

The criteria for selecting a programmatic monetization partner

When researching an SSP and RTB exchange, the following are key items to consider:

  • Ability to target audiences globally and by specific geographies
  • A self-service portal for access to the market
  • Real-time reporting tools
  • Dedicated account management services
  • SDKs for all major (and minor, considering geographic reach) operating systems

“While the world of Real-Time Bidding is relatively new to mobile monetization, the answer to most of the mobile monetization challenges lies in the self-serve platform allowing publishers and app developers to take full control of their data,” said Smaato Chief Strategy Officer Ajitpal Pannu. “Our white paper series will provide mobile publishers and app developers with the monetization strategies needed to solve ad network inefficiencies and get the most benefit from a robust, global mobile ad exchange.”

The white paper is available to download for free at: www.smaato.com/whitepaper

About Smaato

Smaato is the leading global mobile RTB ad exchange (SMX) helping mobile app developers and publishers increase ad revenues worldwide. As an industry pioneer and leader, Smaato operates the leading mobile RTB ad exchange and Supply Side Platform across 76,000+ mobile app developers and mobile publishers. On the demand side, Smaato globally connects 100+ ad networks and 140+ DSPs.

Smaato is an initial member of the OpenRTB Mobile subcommittee and an active member of the Mobile Marketing Association, Mobile Entertainment Forum (MEF), 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 (2013, 2012, 2011, 2009 & 2007), is one of the AlwaysOn Global 250 winners in the Mobile category (2013, 2012 & 2011) and was named a "company to watch in 2010″ by Financial Analyst Company GP Bullhound.

Smaato's global headquarters are 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 APAC office is in Singapore.

Learn more at www.smaato.com, and follow us on Twitter @Smaato and on Facebook.com/Smaato.

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