SYS-CON MEDIA Authors: Ian Khan, Liz McMillan, AppDynamics Blog, Harry Trott, Blue Box Blog

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Smaato Delves into Premium Media Buying in Real-Time

Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today releases its second in a series of white papers designed to aid mobile publishers and app developers in the monetization of their apps or mobile websites on a global scale. The new white paper commissioned by Smaato follows the first piece in this series, Successful Global Monetization Strategies for Mobile Apps and Websites, which addressed mobile monetization from square one: what to think about when trying to develop a monetization plan. In this next installment, Smaato delves deeper into the different buying models, how they work, and the motivations behind them.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s SMX platform helps 78,000+ publishers monetize their inventory across 270+ Ad Networks and Demand Side Platforms. SMX has access to 90 billion+ ad impressions per month from ad-serving platforms across 450M unique visitors. The key findings from the new white paper include:

Premium inventory in digital advertising

“Premium inventory” is the publisher’s most valuable commodity; high in the funnel, its value and performance allow publishers to charge higher CPMs and insist on upfront advertiser agreements. Remaining inventory is usually then sold through indirect/non-guaranteed channels such as ad networks and open auction RTB, something discussed at length in the first paper in this series.

The benefits of Programmatic Direct buying

Programmatic Direct is an attempt to bridge the issues between access and control, and between publisher value and advertiser commitment. Smaato notes that, when a publisher reaches a scale where these types of decisions need to be addressed, using a monetization platform that allows for Programmatic Direct buying is an effective way to offer a more premium inventory to RTB buyers. It allows publishers to move the bar between Direct and Indirect more toward the center of the equation.

“As mobile monetization continues its explosive trajectory and more and more brand dollars are focused on mobile properties, mobile monetization solutions must allow for the control needed by publishers and the reach and flexibility needed by advertisers,” said Smaato Chief Strategy Officer Ajitpal Pannu. “This white paper –and series as a whole from Smaato– will help publishers directly interact with larger budgets and brands while still maintaining the control they need over their mobile advertising inventory.”

The new 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 78,000+ mobile app developers and mobile publishers. On the demand side, Smaato globally connects 100+ ad networks and 270+ 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 (2014, 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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