New platform aims to cut mobile ad waste
There's a famous quote from 19th century British soap magnate Lord Leverhulme which goes, "Half the money I spend on advertising is wasted, and the problem is I don't know which half".
Despite the array of technology and analytics tools available today, it’s still true that a good deal of advertising spend is simply thrown into the dark. Real-time mobile advertising platform Smaato is aiming to cut waste with the launch of its Smaato Demand Platform (SDX) that allows more accurate targeting of ads.
Aimed at mobile publishers and app developers, SDX brings powerful targeting and QPS (query per second) throttling tools that give them greater control. In addition to country-level targeting, inventory can be ramped up based on ad format, device type, connection type and in-app versus mobile web. Users will also be able to filter out or target publishers based on previous campaign performance. Segmenting what they receive to only the traffic most relevant to their mobile advertising campaigns eliminates significant waste in mobile advertising for demand partners.
"With the introduction of SDX, Smaato can now proudly say we offer the industry's most comprehensive, robust mobile advertising solutions for both the demand and supply side of the ecosystem," says Ragnar Kruse, CEO and co-founder of Smaato. "We carefully considered the pain points of our demand partners and believe that SDX is an important step toward giving our partners control over the traffic they receive to target the premium mobile inventory most relevant to their campaigns".
Advertising platform Adelphic which had early access to SDX reports seeing a 20 percent increase in its month-on-month mobile ad spending. "There's simply no other solution on the market like Smaato’s SDX, and it's become a go-to platform for optimizing mobile advertising campaigns," says Julie Tagliamonte, director of supply partnerships at Adelphic.
For more information on SDX, and the company’s publisher platform SPX, you can visit the Smaato website.
Image Credit: Denphumi / Shutterstock