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Smaato

Smaato
TypeSubsidiary
IndustryAd Tech
Founded2005
HeadquartersNew York, New York, U.S.
Key people
Sameer Sondhi (CEO)
ServicesRTB, Online advertising, Supply-Side Platform, Mobile Advertising
ParentVerve (formerly known as Verve Group)
Websitesmaato.com

Smaato (now part of Verve) is a platform for digital advertising technology. Smaato was acquired by Verve in 2021 and was rebranded as Verve’s Brand+ Marketplace in 2024.[1][2]

History

Smaato was founded in 2005 by Ragnar Kruse and Petra Vorsteher. The Smaato Publisher Platform (SPX), a comprehensive publisher ad server, was launched by the company in 2015.[3] The next year, Smaato was picked by Google and incorporated into the AdMob and DoubleClick for Publishers platforms, through SDK-less mediation.[4] Later in 2016, Smaato further developed its products for the demand side of mobile advertising with the Smaato Demand Platform (SDX).[5]

Acquisitions

In 2016, Beijing-based Spearhead Integrated Marketing Communication Group acquired Smaato for $148 million.[6]

In 2018, the company collaborated with Amazon Publisher Services (APS) to give demand partners within the app the ability to access Amazon's Transparent Ad Marketplace inventory.[7]

In July 2021, Smaato was acquired by Verve for nearly $170 million.[8] Smaato was later rebranded as Verve’s Brand+ Marketplace in September 2024.[9]

See also

References

  1. ^ Cross-Kovoor, Tim (2021-07-14). "Verve Group Acquires Mobile Specialist SSP Smaato". VideoWeek. Retrieved 2025-10-01.
  2. ^ "Verve Launches Purpose-Built Brand+ and Performance+ Marketplaces". 2024-09-24. Retrieved 2025-10-01.
  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. ^ Hercher, James (2021-07-14). "MGI's Verve Group Adds Smaato For $170M, Scales Up For Post-Consolidation Ad Tech". AdExchanger. Retrieved 2024-05-08.
  9. ^ "Verve Launches Purpose-Built Brand+ and Performance+ Marketplaces". 2024-09-24. Retrieved 2025-10-01.

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