Smaato is a global real-time advertising platform for mobile publishers and app developers, with a reach of more than one billion monthly mobile users.[1] Smaato focuses on the monetization of mobile apps and connecting advertisers to in-app ad inventory. This technology enables app publishers to keep their apps free for users.

IndustryMobile Advertising
HeadquartersSan Francisco, California, U.S.
Key people
Ragnar Kruse, CEO & Co-Founder
Petra Vorsteher, Chief Alliances Officer & Co-Founder
ServicesRTB, Online Advertising, Supply-Side Platform, Mobile Advertising

The company was founded in 2005 by Ragnar Kruse and Petra Vorsteher. The name Smaato comes from the Japanese word for "smart."

Smaato is headquartered in San Francisco, California. There are additional offices in New York, Hamburg, Berlin, Singapore, and Shanghai.


Founded in 2005, Smaato launched its mobile supply-side platform (SSP) a year after the company was formed. From 2011 to 2015, the company raised a total of $47 million, and the publisher base grew to 78,000.[2] In 2012, Smaato launched its real-time bidding ad exchange. After, the company focused on mobile acquisition and building out the self-service side of its automation platform.

In 2015, the company released a full-featured publisher ad server, the Smaato Publisher Platform (SPX). The platform enables app developers and digital publishers to immediately monetize their properties by delivering target consumers to advertisers, based on real-time data.[3]

The following year, Smaato was selected by Google and integrated into the AdMob and DoubleClick for Publishers platforms via SDK-less mediation.[4] Later in 2016, Smaato further developed its solutions for the demand side of mobile advertising. The Smaato Demand Platform (SDX) offered demand partners greater flexibility and control over their mobile ad traffic.[5] Smaato was sold to Beijing-based Spearhead Integrated Marketing Communication Group for $148 Million.[6]

In 2018, the company integrated with Amazon Publisher Services (APS) to provide in-app demand partners access to Amazon's Transparent Ad Marketplace inventory.[7]

Smaato presently focuses on deploying artificial intelligence and machine learning. In May 2018, their Automated Traffic Curation (ATC) product was reported to significantly reduce costs of programmatic bidding for demand-side platforms (DSPs).[8] The machine learning technology filters out less relevant inventory before sending a bid request to a demand partner's platform — providing better opportunities for advertisers by saving time and expenses related to data processing.[9]

The majority of Smaato's revenues currently come from the US, but the company expects a significant increase in the Chinese market in the coming years.[10]

Company Culture

Smaato has a diverse team of 250 employees that represent more than 40 different countries.[11] The company is based on three core values: people, commitment, and leadership. Smaato also aims to provide a clean, protected mobile advertising marketplace to the industry.[12] The global team is empowered to drive innovative technology outcomes and make a difference. Beyond their focus on market quality, they use a one-to-one account management approach with other partners to help them reach their goals.[13]

Awards and Recognition

  • Recipient of the TAG Certified Against Fraud seal[14]
  • Winner of 2018 Deutsche Telekom's Digital Champions Award in the digital products/services category[15]
  • Winner of the 2015 Startup and Innovation Award from the German-American Business Association
  • Selected as an AlwaysOn Global 250 winner from 2011 to 2015
  • Member of the Interactive Advertising Bureau (IAB)
  • Member of the Mobile Marketing Association in China
  • Member of the Bundesverband Digitale Wirtschaft (BVDW)

See also


  1. "Smaato integrates with Amazon Publisher Services". Mobile Marketer. Retrieved 2019-06-11.
  2. Tuesday, Allison Schiff //; August 5th; Am, 2014-9:30 (2014-08-05). "$25 Million In Cash For Mobile Ad Exchange Smaato". AdExchanger. Retrieved 2019-06-11.
  3. "Smaato introduces SPX, a free publisher ad server designed for mobile". Business of Apps. 2015-01-28. Retrieved 2019-06-11.
  4. "SDK-less Mediation: An easier way to mediate". Google. 2016-02-16. Retrieved 2019-06-11.
  5. "Smaato launches new Demand Platform for optimised mobile ad traffic for demand partners". Business of Apps. 2016-07-26. Retrieved 2019-06-11.
  6. Russel, Jon (2016-06-09). "Mobile ad tech firm Smaato acquired by China-based group for $148m". TechCrunch. Retrieved 2018-12-17.
  7. "Smaato integrates with Amazon Publisher Services". Mobile Marketer. Retrieved 2019-06-11.
  8. "SSP Smaato adds machine learning for directing inventory to DSPs". MarTech Today. 2018-10-23. Retrieved 2019-06-11.
  9. "GFM Nachrichten: Machine Learning von Smaato reduziert Kosten beim Medienkauf". Retrieved 2019-06-11.
  10. Preuß, Olaf (2018-07-15). "Mobile Werbung von Smaato: weltweit auf 1,1 Milliarden Handys". Retrieved 2019-06-11.
  11. Preuß, Olaf (2018-07-15). "Mobile Werbung von Smaato: weltweit auf 1,1 Milliarden Handys". Retrieved 2019-06-11.
  12. Smaato. "Smaato Partners With Protected Media to Ensure Quality of Online Advertising and Protect Advertiser Budgets". Retrieved 2019-06-11.
  13. Khloyan, Susan. "Aarki Announces Its Integration With Smaato". Retrieved 2019-06-11.
  14. "Smaato Announces the TAG Certified Against Fraud Seal". Retrieved 2019-06-11.
  15. "Digital Champions Award: Sieger aus dem Norden". Digitaler Mittelstand. Retrieved 2019-06-11.
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