Smaato expands partnership with Google for increased reach of mobile in-app ad campaigns

Off the back of its integration with DoubleClick’s Exchange Bidding programme, mobile publisher and app developer advertising platform, Smaato, has expanded its partnership with Google.

Now, DoubleClick publishers can access Smaato mobile demand content worldwide. That’s great news for in-app advertisers, because the format makes up 91% of Smaato’s mobile-only exchange.

Smaato adds that this makes it the first mobile exchange to join the open beta of DoubleClick’s Exchange Bidding programme.

Ragnar Kruse, CEO and co-founder of Smaato, explains:

“After an extremely successful Exchange Bidding partnership in closed beta, we are excited to continue working with Google DoubleClick to extend Smaato’s premium mobile demand to publishers worldwide. Publishers, and particularly apps, want to expand their global reach to fast-growing markets like Asia-Pacific, and Smaato is happy to partner with Google to fulfill that massive opportunity.”

For publishers, the move means that they can now receive bids via the Smaato network of over 450+ mobile demand partners in their ad auctions. That adds competition for in-app traffic and helps to maximise revenue for impressions.

Google has previously found that programmatic revenue lift was close to 40% for publishers.

Sam Cox, Group Product Manager, DoubleClick Ad Exchange, adds:

“App publishers have always had to sacrifice speed to maximize demand for their inventory, but with Exchange Bidding and demand from mobile exchanges like Smaato, they can finally bring real-time pricing from multiple exchanges to bear on all of their inventory.”