Smaato, a company that offers advertising tools for mobile publishers and developers, just launched the Smaato Publisher Platform (SPX), an ad server for mobile publishers.
The San Francisco-based company claims it will help publishers and developers monetize their apps and maximize their mobile advertising fill rates and the effective cost per thousand impressions (eCPMs).
With more than a million apps on the market and new ones constantly arriving, the ad industry "needs a platform that thinks mobile first,” said Ajitpal Pannu, Chief Business Officer at Smaato. “This mindset requires that these content creators take better control of their monetization abilities."
Smaato operates a mobile real time bidding (RTB) ad exchange and Sell Side Platform across 80,000 mobile app developers and mobile publishers. It also globally connects more than ad networks and 240 demand-side platforms on the demand side.
SPX, built for the supply side, is a "first step towards building integrated mobile monetization platform,” he said.