Success Story

• From January 2023 to December 2023, Smadex grew spending by 183% while driving CPI improvements of 8%
• Android performance improvement led to additional budget allocation from TextNow.
• Due to our collaborative partnership and transparent reporting, Smadex became a benchmark to test other DSPs within the US market.

TextNow is a mobile app with over 100 million downloads that allows users to text and call any number in Canada and the US. Smadex in October 2020 to start running UA campaigns.

After three years of working together, a strong relationship was built with Smadex, indicating a level of trust and satisfaction that allowed the team to test new optimization strategies with Smadex’s unique algorithms.

Smadex presented a unique solution with its global traffic, advanced algorithms, and commitment to TextNow’s goals.
Key factors contributing to success included using video ads (65% of spend), algorithms for accurate predictions, and extensive testing.

• Acquire new high-quality users who generate post-install events for TextNow at an efficient cost.
• Navigating evolving goals and calibrating models for improved performance.

Smadex’s strategy for TextNow centered on a video-centric approach, leveraging device ID traffic and implementing algorithms, notably the filter algorithm, for enhanced impact. Continuous improvement was emphasized through extensive testing of algorithms and creatives.
Timely adjustments were made by closely monitoring key performance indicators (KPIs), ensuring ongoing optimization and alignment with TextNow’s goals.

• Video: Over 65% of TextNow’s spending was on video, targeting the right users.
• Algorithms: Filter algorithm helped discard low-quality requests, improving impact on all KPIs.
• Tests: Continuous testing of algorithms and creatives provided valuable insights for campaign optimization.

“Since launching in 2020, Smadex has played an instrumental role in supporting TextNow’s mission to democratize phone service. Smadex stands out as an exceedingly adaptable ally, working to drive efficiency in an ever-changing digital landscape. Partnering with the Smadex team has set a new standard for what can be achieved through true collaboration and candor. As a result, we consider Smadex as an essential contributor to the growth of TextNow, and are excited to further cultivate our relationship in 2024 and beyond. ”

Zamir Wassermiller, Senior Growth Manager at TextNow