RTB exchange and Sell Side Platform (SSP) Smaato has announced some healthy growth figures for its mobile service, more than doubling the amount of mobile demand side partners (DSPs) to 340 during 2014.
As we keep being told, the mobile ad sector is heading toward a programmatic future and 2014 saw a number of players in the market jump on-board with the technology, either launching their own exchanges, or partnering with others. Even Apple’s iAd platform finally got into the game before the year closed. So while impressive, Smaato’s programmatic growth is well in line with expectations.
In a statement, Smaato CEO Ragner Kruse took the opportunity to take a cheeky pop at mobile ad offerings from Facebook and Twitter saying:
“Big brand advertisers are starting to see beyond the black hole of self-fulfilling, user-generated platforms like Facebook and Twitter (MoPub). Brands are finding ways to optimize their mobile campaigns with a broader and more diverse supply of inventory that Smaato can offer. Our growing number of publisher partners deliver the most relevant content and audiences. With this data advertisers can better hyper-target in the global mobile market.”
Separately researchers TechNavio released a report last month, saying the global mobile ad market is expected to grow at a CAGR of 24.24% from 2014-2018, with programmatic channels leading the way. According to TechNavio’s research more than 65% of mobile display ads were traded programmatically in 2013 and this is expected to “skyrocket” over the next couple of years.