Smadex integrates adsquare data marketplace for video audiences

We are happy to announce our new partnership with neutral mobile data exchange adsquare, offering agencies and brands access to unique premium data providers for mobile devices.

adsquare offers advertisers access to a vast array of mobile data, derived from offline, online and mobile behaviours. Premium data partners include Acxiom, Mastercard and GfK. Advertisers can access adsquare via its self-service Audience Management Platform which provides full control and transparency and include advanced audience modelling tools including real-time reach forecasting. Further, adsquare also offers access to first-party data via its private marketplace.

adsquare is now available to all advertisers through the Smadex DMP which is accessible via the self-service platform. Here advertisers will be able to arrange or create their campaign audiences with one click, label them, and re-use these  audiences across any number of campaigns or lines.

“We are excited about the partnership with Smadex.“ says Vincent Tessier, VP Demand EMEA at adsquare. “As a mobile-first data exchange, we are eager about partnering with leading DSPs who put mobile in the center of their strategy. Making our data portfolio available to all Smadex clients is an important step for us, particularly because of the great video capabilities that Smadex offers”.

About adsquare

adsquare is the neutral mobile data exchange, bringing together advertisers and data providers in a fair, secure and privacy-friendly way. The platform has been built mobile-first, operates in real-time and enables advertisers to leverage data for panoramic audience targeting and precise moment marketing. Programmatic buyers can take control via the self-service Audience Management Platform which gives them full transparency in buying data, creating audiences and activating them for their DSP of choice. adsquare offers a broad portfolio of data from mobile, online and offline sources including data partners such as Acxiom, Mastercard or TomTom. In addition, advertisers can discover the marketplace for private deals with first-party data owners including app developers, publishers and other companies. adsquare works compliant with strict European privacy laws and has been awarded the ePrivacyseal for best practice data handling. For more information visit follow @adsquarecom or contact

New video algorithm enables CPV + CPCV programmatic trading

We are in the process of releasing a major update to our algorithms during the first quarter of 2017. As part of this update, we will be adding new optimization goals, including video metrics to drive improved performance and make it easier for agencies to buy mobile video.

The new algorithm will automate the process of optimizing against a video goal, thereby reducing the effort and complexity to manage the campaign and improve efficiencies for everyone.

The most common video metrics for measuring success are CPV (Cost Per View $) and CPCV (Cost Per Completed View $), and now advertisers will be able to add these metrics when they create their campaign line items.

Our new algorithm factors in many parameters, quickly adapts and uses past learning, resulting in a uplift in campaign performance for CPV and CPCV (when compared to not using an automated algorithm).

Advertisers will also be able to continue to manually check in on a campaign and make any manual adjustments via the optimization tab, and continue to have full transparency and control on where ads are landing right down to publisher level.

We are making programmatic video trading straight forward to buy and to deliver performance on KPIs for advertisers.

mobile video

Adcolony exchange adds more global video app inventory

We are excited to announce that we’ve integrated with the Adcolony ad exchange (previously known as Opera Mediaworks or OMAX). This will give advertisers access to massive global scale of in-app video ad inventory. Adcolony’s strong global reputation and credibility for mobile video ad formats and performance further strengthens Smadex’s video offering.

We’ve continued to add more video supply with new ad exchange integrations, bringing the total number of exchanges offering high quality premium video ad spaces to ten: Google Ad Exchange, SpotX, Rubicon, Pubmatic,, Teads, MoPub, AOL One, Stickyads and Adcolony.

Advertisers will be able buy Adcolony video inventory on the open exchange or via Deal ID. With both buying options, advertisers will have full transparency into ad placements at AD ID level and with deal ID, advertisers will be able to craft custom deals with publishers.

Using the Smadex platform, advertisers can create whitelists, select individual publishers across any supported exchange and create reusable deal IDs. Furthermore, with the latest release of the Inventory Forecasting tool, advertisers will also be able to plan buys directly via the Smadex platform. The new Inventory Forecasting tool is an option on the global navigation menu.

For more information, contact sales[at]smadex[dot]com

Smadex expands premium video marketplace with more options

During 2016, we invested heavily in developing a strong programmatic video platform and offering that builds on our already solid reputation and credibility in the space.

Our goal in 2017 is to give advertisers the strongest platform for fully managing video advertising campaigns on both mobile and desktop as we roll out during the year our cross-device capabilities.

We’ve summarised below our main video developments during the last year.


Listening to and understanding advertiser requirements, we’ve developed self-service tools that enable advertisers to fully manage their video campaigns via the Smadex platform, including video optimization.

Video optimization: We give advertisers full transparency of the performance of video campaigns against publishers, together with the most powerful and easy to use optimization tool in the market so that they can optimize against completion rate (CVR), Cost Per View (CPV) and Cost Per Completed View (CPCV). With this tool, advertisers can select specific bid prices for any publisher they want based on the transparent video metrics shown. They can also blacklist any publisher or publishers based on filters which advertisers can create themselves (for example those with more than X views and a CPCV higher than any amount they want).

Screenshot of the video optimization tool

video optimization

Video reporting: Advertisers can track and manage video campaigns across quartile views, CPV, CPCV and CVR in real-time.

Video inventory forecasting: One of the biggest challenges advertisers face working with ad tech platforms is knowing what inventory is available across different ad formats by country and other dimensions. We’ve developed an intuitive and easy-to-use tool that enables advertisers to easily explore and discover global inventory options.

Screenshot of the inventory forecasting tool

inventory forecasting


We’ve integrated the main global mobile third party data platforms and launched our own proprietary DMP to give advertisers data options for improved targeting.

Third party data: Adsquare, Factual, Statiq

DMP: We’ve launched our proprietary DMP enabling advertisers to build custom audiences; campaign segments and management of third party data in one place.

Premium video ad inventory

Premium mobile video ad inventory is scarce; to address that we’ve integrated with top ad exchanges that support video and high-quality premium publishers to give advertisers massive scale with local known publications.

Ad exchanges: Google AdX, Rubicon, AOL One Video (, Nexage), Pubmatic, SpotX, Teads, MoPub, Opera Mediaworks, Smart Ad server

Video ad formats and standards

The mobile video landscape is fragmented and hindered by ad formats that work against giving advertisers global scale; in other words, exchanges support few ad formats at scale and different ad formats tend to work better with certain KPIs (for example, pre-roll is good for Completion Rate but not for Click Through Rate or Cost Per Unique Visit metric). To address this issue we support all standards and ad formats across all integrated exchanges. By doing so, we give advertisers optimum reach and scale across premium marketplaces to address all video campaign KPIs.


Ad formats: In-stream (pre-roll), out-stream (native, interstitial, vertical, rich media and reward)

To find out more about how Smadex can help you achieve your campaign goals and reach target audiences with video and contact sales[at]smadex[dot]com.


Fully transparent programmatic planning tool for advertisers

We’re really excited to announce another major product release and milestone: our programmatic planning tool for advertisers is now available to advertisers on the Smadex platform. The number one challenge advertisers face when planning a campaign is knowing what ad inventory is available via their DSPs. We’ve developed the ultimate super fast tool that predicts available media via the Smadex platform.

Our inventory forecasting tool is completely automated and easy-to-use. The user interface has time series information and hourly precision, and advertisers can download forecasts to CSV. The dynamic real-time filtering enables advertisers to get precise volume estimates at any combination of dimensions: Exchange, Publisher Name, Bundle ID, TagID, Ad Size, Country, OS, OS version, Connection Type, Carrier, Location precision, Video and MRAID.

Currently, the vast majority of advertisers rely on a process of emails back and forth in order to get some indication media and volumes; and that email process may take days and be incomplete. Giving advertisers real-time access to query available inventory numbers not only improves the planning process but enables advertisers to carry WHAT IF analysis and thereby improve planning processes.

The inventory forecasting tool really becomes powerful when advertisers are able to carry out quick queries upon receiving a brief, enabling them to generate fast feedback and suggestions for improvements.

Screenshot showing inventory forecasting

inventory forecasting

To find out more about how Smadex can help you achieve your campaign goals and reach target audiences with video and contact sales[at]smadex[dot]com.

Announcing support for VPAID tags

We’ve released support for VPAID video tags across multiple ad exchanges. That means that we now support all three video standards: MRAID, VAST and VPAID. Up until recently, VAST was the main video standard adopted by mobile and VPAID by online – now the gap between the two is blurring specifically with mobile web.

Therefore, the key benefit for Smadex is the ability to accept VPAID tags that were originally generated for online and run these across ad exchanges that support VPAID.

There are clear benefits to advertisers for supporting the VPAID standard:


The major independent viewability auditing companies such as Integral Ad Science and Moat only support VPAID for viewability, brand safety and fraud. To be compliant, mobile players need to support VPAID.


VPAID is an enhanced version of VAST and the main feature that it adds is interactivity. This gives advertisers more options for engagement with video creative and measurement. These additional interactions include overlays and more options for end cards.


With additional interactivity naturally follows more measurement options and VPAID enables advertisers to track how well ads are performing across these additional engagement points.

For more information on how to run video campaigns using VPAID across ad exchanges connected with Smadex contact us.

Smadex announces creative studio partnership with AGCS

To support our shift into video advertising, we are excited to announce our new global partnership with AGCS (formerly Adgibbon). The partnership will enable Smadex to offer brands and agencies bespoke and custom rich media and video creative builds for the more complex creative led campaigns.

AGCS is an award winning creative production studio specializing in both online and mobile digital advertising. They offer advertisers custom creative experiences including gamification ads, à la carte rich media MRAID and HTML5 experiences and video creative production; all of these services are geared towards building powerful brand experiences for mobile devices that can run programmatically across global ad exchanges.

We already offer brands and agencies free design and build of rich media and video ads for basic to medium level complexity of campaign creative briefs. To support our internal creative lab team we work with a number of creative build platforms including Celtra, JustAd and Playground XYZ.

Introducing video reporting metrics

Today we’ve released an update to our existing video reporting capability that enables advertisers to see in real-time how every advertising dollar is spent on video advertising as a separate report.

Up until now, advertisers had to rely on post campaign reports (usually summarised in Powerpoint presentations) to access quartile views, Cost-per-View (CPV), Cost-per-Completed-View (CPCV), views, conversions and other engagement metrics. Now advertisers can manage and control their mobile video campaigns in real-time from a single interface.

This level of visibility opens up mobile video advertising to campaign optimisation options towards achieving video metrics such as increased views and view rate. This ability to shift spend based on real-time data is lacking in the mobile advertising space and much needed by advertisers in order to align itself with online and other channels.

Video reporting header

Video reporting

Smadex integrates Dailymotion for programmatic mobile video


We are excited to announce that Smadex has integrated into the Dailymotion Exchange (DMX) for programmatic access to global mobile in-stream video inventory and audiences. Dailymotion is one the largest mobile video publishers in the world with billions of available video impressions per month.

For advertisers, this will give them access to Dailymotion’s premium global mobile in-stream video inventory via open market auctions or direct deals using Deal ID via the Smadex platform.

The mobile video space is fragmented with publishers adopting different ad format; that presents advertisers wanting use video with challenges around reach and scale. Adding DMX will enable Smadex’s clients to tap into another mobile video ad format in addition to VAST and MRAID that are already supported on the Smadex platform.

Contact us to find out more about programmatically buying premium Dailymotion audiences via Smadex.

Adding more VAST, MRAID, NATIVE and PRE-ROLL mobile video inventory

mobile video

There’s increasing demand for mobile video ad inventory from both performance and brand advertisers. That’s good news for everyone, because more engaging ad formats generate greater benefits for all parties in the value chain: advertisers get more brand engagement from consumers and publishers get higher CPMs from video.

We are expanding our mobile video enabled ad inventory across ad exchanges for VAST, MRAID, Native and PRE-ROLL. Being able to support multiple video ad formats gives advertisers scale across publishers and exchanges and options for optimization. Across all ad exchanges we can now access over 10 billion video enable bids per month.

Supply is becoming a problem as pointed by the CEO of AppNexus in a recent article: the challenge and critical success factors for demand players will be getting access to global video supply  to support both performance and branding campaigns.

VAST mobile video

First and foremost, VAST is only available at scale on a number of ad exchanges. Secondly, VAST has not been as widely adopted as MRAID by publishers. For that reason, there’s limited non-skippable VAST inventory out there – therefore it follows that you can expect to pay a higher price. VAST skippable inventory has been more popular with publishers as they balance the trade-off between user experience (forcing users to watch an entire video) and monetization (higher CPMs).

The duration options of a VAST video will depend on whether it’s skippable or non-skippable. One of the drawbacks of VAST it that it only supports basic end cards – no carousels.

On the flip side, VAST is the established standard for video and integration between publisher, exchanges and demand players is relative straightforward. For ad ops teams, VAST tags hold all the attributes about a video campaign and that means detailed reporting and third party ad tag support. VAST works across mobile sites and applications.

MRAID mobile video

MRAID is the only viable option today to achieve massive scale across ad exchanges. MRAID has already been established as the standard for rich media since version 1 was released in 2011 and the updated version 2 in 2012. Videos can run in any MRAID compliant container that supports HTML5. For brands this particularly exciting because it gives them a white canvas to mix rich media interactive campaigns with videos in any combination or style. MRAID works across apps only.

Native mobile video

Facebook, Snapchat, Instagram and many more have already proven that native mobile video ads outperform other mobile video ad formats and brands are allocating advertising dollars to advertise on these apps. Smadex will be integrating with ad exchanges and direct publishers that support native video over the coming months.

To find out more about running mobile video campaigns with Smadex contact sales[at]smadex[dot]com