Smadex awarded the IAB Gold Standard

This article was originally posted on Headway.

Smadex has been awarded the certification of the IAB Gold Standard and successfully passed the review process. The IAB Gold Standard is a prestigious certification process created to reduce ad fraud, improve the digital advertising experience and increase brand safety.

Adtech companies committed to transparency and high standards of service register to be reviewed by IAB and measured against a substantial list of best practices and requirements. The criteria to be certified recently became even more stringent. This achievement comes on the heels of Smadex’s recent verification by the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles by independent industry body ABC, and TAG registration.

As detailed in the IAB Gold Standard Executive Summary, by achieving certification Smadex has committed to:

1. Reduce ad fraud through the implementation of, or by demonstrating support for, the IAB Tech Lab’s ads.txt initiative. Ads.txt allows domain owners to list who is authorised to sell their inventory, preventing the selling of spoofed or fake inventory.

2. Increase brand safety by becoming certified signatories to the JICWEBS Digital Trading Standards Group (DTSG) Brand Safety Principles (for current non-signatories) or by continuing to have their policies and processes independently verified (for current signatories).

3. Improve the digital advertising experience for consumers by adhering to the IAB Tech Lab’s LEAN Principles and the standards set by the Coalition for Better Ads.

“We are proud to have achieved the IAB Gold Standard certification which reflects our commitment to support the IAB and the broader adtech industry in their initiatives to improve brand safety in digital advertising.

Smadex fully supports delivering the highest levels of brand safety and transparency and achieving the IAB Gold Standard builds on our previous milestones of implementing ads.txt, DTSG/JICWEBS (Digital Trading Standards Group/JICWEBS) and TAG (Trustworthy Accountability Group).

Our efforts to adopt all these current and future standards and initiatives together with other players in the industry will benefit everyone by addressing the major issues and moving towards a more trusted, transparent, measurable and accountable digital advertising ecosystem.”- Commented Paul Childs, CRO at Smadex by Headway.

Manage all your creatives with the new creative library tool

We’ve released a new feature in the Workspace area that uses efficiency to improve creative flexibility. Users can now build a creative library to house all their creatives in one place, and seamlessly call any creative from any campaign.

The new feature eradicates the previously time-consuming task undertaken when adding creatives on a per line basis. For campaigns that had tens or hundreds of lines, regularly updating creatives was a mammoth task and limited flexibility and creative experimentation.

Now advertisers can create a folder and upload, update, or delete creatives from one place, and see their changes intelligently reflected across campaigns.

In addition to increasing efficiency, the library also gives advertisers a creative storage facility much like a library. Now from one place, they can quickly reference past creatives or compare and find creatives that worked well in the past. We have also added powerful filtering options so, as your library grows, you can still filter and find what you need FAST.

It’s a simple concept with powerful results and fits right in with our key goals to make Smadex as easy and efficient as possible. We love building new amazing features that remove complex and/or inefficient tasks, and we think Smadex users are really going to benefit from this one.

Existing Smadex users can check out the new creative library feature under the Workspace tab on the global navigation menu.

For more information on this subject or for information about Smadex, get in touch with our team at

Smadex hires ex-Adfonic co-founder Paul Childs as Chief Revenue Officer

Paul Childs

We’re excited to announce that mobile advertising veteran Paul Childs has joined us as Chief Revenue Officer, where he will be responsible for marketing, business development, revenue and repositioning the business to accelerate global growth.

Paul was co-founder and COO at Adfonic (now Byyd) where he was instrumental in building the most successful mobile ad tech firm in EMEA. After Adfonic, Paul was VP GM EMEA at MoPub where he established business operations in the region and more recently CMO at LoopMe, where he helped them establish a leading global position as a mobile video DSP. Paul has also held a number of advisory board roles in the mobile ad tech space.

Commenting on his new role, Paul said: “The key success in ad tech is threefold – focus, hire super smart people and build awesome technology; because ad tech is becoming extremely complex and you need people with engineering or data science backgrounds to succeed – that’s why every C Level person at Smadex has an engineering background. There are not many businesses out there that can process hundreds of thousands of global transactions per second. Smadex aims to scale worldwide and support thousands of customers with their mobile marketing objectives.”

Interview with Albert Puigbó, ex-intern and now Head of Data Science at Smadex

What attracted you to intern at Smadex?

I’ve always had a passion for technology and numbers; Smadex offered me the opportunity to get involved with one of the hottest technologies at the moment – mobile advertising – and work with vast amounts of data.

The mobile ad space is nascent and there’s an abundant opportunity to discover new things and be part of a team that builds something new in the world for the first time. That sort of thing looks awesome on your CV for the future!

The other thing that attracted me to Smadex was culture – that was an important consideration for me personally. I viewed Smadex as a young, energetic and experienced team that truly valued talented individuals, that’s exactly what I was looking for. Smadex was one of the few companies in Spain that had that cool Silicon Valley start-up feel to it.

My advice to people looking to intern: Try to find a company where you can make an impact from the start; that’s what everyone should look for in an internship.

Why mobile advertising?

Much has been written about the massive opportunity in mobile advertising and becoming a market worth hundreds of billions of dollars in the next few years. To be part of a booming industry that’s only just starting was super exciting. The other reason for choosing mobile advertising was that it’s tightly related to analytics and data science; the option to work for a company that places ads on millions of mobile devices globally daily combined with the experience and exposure to absolutely vast amounts data and what to do with it was something I couldn’t walk away from.

What’s been your biggest challenge?

My biggest challenge has been how to balance giving my best and fulfilling expectations with the rapid increase in responsibility.

That’s part of the territory in start-ups – you really have to step up without being told what to to do and be able to adapt and solve challenges on a regular basis. It’s about rolling up your sleeves from day one and get things done. Unfortunately there’s no play-book, so it’s kinda all down to you to find a solution. It’s so much easier to be told what to do; than having to determine that for yourself.

A concrete challenge: When I started at Smadex, mobile advertising was completely new to me so the learning curve was obviously very steep; optimizing campaigns, organizing the team, relationship with clients, optimize supply. The challenge I needed to address was how to improve the process so that new starters could get on board and up to speed as fast as possible.

How has working at Smadex helped you develop your career path?

Smadex has really supported me with career development. Fast growing companies provide the perfect opportunity to keep taking on responsibility as well as experiencing new challenges.

If you come with an attitude of getting stuck in and rolling your sleeves up, then the scope for what you can achieve is endless. Working in a small company means you get exposed to as much shared knowledge as you need and that means that you can learn from projects that colleagues are working on far more easily; from financing a start-up to hiring, account management or data science.

What’s ad tech culture like?

Ad tech culture is results oriented and smart talent is needed because it’s a very complex world. The Smadex platform processes billions of ad requests per day and makes buying decisions in milliseconds – that requires scalable architecture, smart algorithms to name but a few.

Because there are so many different moving parts, you have to work together across the functional areas in order to align on client or product requirements; that’s why excellent communication and interpersonal skills are so important.

What does a typically day look like?

We start every day with a short daily meeting to update on any issues or red flags that may exist. We also review results from the previous day to make sure that activity went according to plan. Once we have an idea of what’s gone on then we divide work and across the team. Each day is different from an operational perspective.

I also spend time on data science and that involves more strategic work in developing the next set of algorithms or reviewing test data from offline processing models.

The advantage of working in Barcelona is the great weather and the number of sunny days that we get. The team often has lunch out on the Smadex terrace and that gives us some time to disconnect and socialise.