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TECHNOLOGY & PRODUCTS

Silicon Valley innovation meets German

engineering: Smaato’s trend-setting new

super simple native advertising builder

Asian eMarketing recently met with Ragnar Kruse,
CEO and co-founder of Smaato, who is in charge of IAB expects programmatic to flourish as well, besides
the world’s largest independent mobile ad exchange. stating in a recent report that more than 30% of all pro-
The company just announced the expansion of its in- grammatic ad spend was on mobile in 2014 and em-
dustry-leading publisher platform SPX, a global, intelli- phasizing the emerging media trend’s virtue of transpar-
gent and free to use self-service platform, built to solve ency due to convincing metrics and measurement.
the mobile monetization challenge for mobile app de-
velopers and publishers. Programmatic buying, automated or machine-based
buying, or however you may call it, there's no doubt that
According to Smaato’s newly published report “Global technology is changing the way media is being bought
Trends in Mobile Programmatic”, programmatic adver- and sold. But what's the real opportunity here for adver-
tising seems to finally have had its breakthrough, tisers and publishers? The veteran of the mobile adver-
which is most obvious in the APAC region. The com- tising industry, Ragnar Kruse, shared his perspectives
pany analyzed data from billions of mobile ad impres- on why mobile will become a greater part of the growing
sions served on its exchange during the first half of programmatic buying sector.
2015 to reveal that mobile web usage is soaring. While
apps still command the market for overall ad spending The business advantages of programmatic buying
on mobile, spending on the mobile web increased by
100% over the past year. At its core, programmatic is automation that uses tech-
nology to auction media, which can be bought and sold
“While the United States continues to be the top coun- on digital platforms in real-time or reserved. Buyers can
try on Smaato Exchange for mobile ads inventory and purchase individual impressions in an open auction or in
spending, Asia Pacific countries recorded the highest a private marketplace:
growth during the first half of 2015 compared to the
same period in 2014. China grew by 315%, India, While purchasing impressions in an open auction offers
279%, Singapore 225%, Indonesia, 142%, and Malay- buyers the most flexibility in terms of pricing, targeting
sia, 126%”, the report reads. and scale, there is often more competition, as multiple
26 Asian eMarketing October 2015: Mobile Marketing