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Brief
Smaato was acquired by Verve Group (2021).
Smaato

Smaato

Mobile Advertisingsmaato.com

Smaato is a digital advertising technology platform that was acquired by Verve in 2021 and rebranded as Verve's Brand+ Marketplace in 2024.

Last updated Oct 5, 2026 by the ATDb Editorial Team

Founded
2005
HQ
Hamburg, Hamburg, Germany
Parent
Verve Group
Connections
36

AI-drafted from public sources17 sources cited

At a glance

Employees
201-500
Funding
$25M
Revenue
$50M–$100M
Stock
N/A
25integrations10competitors1corporate family
Mobile Ad PlatformSupply Side Platform (SSP)

About

One of the largest independent mobile SSPs and ad exchanges globally, now operating under Verve Group's privacy-first AdTech umbrella

Smaato is a digital advertising technology platform that was acquired by Verve in 2021 and rebranded as Verve's Brand+ Marketplace in 2024. Its platform served as an omnichannel ad server and monetization solution, enabling publishers to manage all inventory and first-party data in one place while giving marketers access to high-quality inventory to reach audiences globally across devices. The self-serve platform was designed to deliver a seamless, custom-tailored experience, with an omnichannel approach that made its solutions agnostic to screen, operating system, revenue model, format, size, and device. Via its platform, Smaato reached over 1.3 billion unique users worldwide every month. Smaato was acquired by Beijing-based Spearhead Integrated Marketing Communication Group for $148 million in 2016, before being acquired by Verve for nearly $170 million in July 2021. Source 1: wikipedia.org — Smaato Source 2: smaato.com — Digital Advertising Technology Platform | About Smaato Source 3: verve.com — Media and Games Invest signs transforming acquisition of Smaato, a ...

Business model

Marketplace

Target market

Enterprise

What they offer

  • Smaato Publisher Platform (SPX)

    Self-serve portal enabling mobile publishers and app developers to manage ad inventory, configure demand partners, set floor prices, and optimize yield in real time.

  • Real-Time Bidding (RTB) Ad Exchange

    OpenRTB-compliant exchange connecting publishers with hundreds of DSPs and ad networks for programmatic buying and selling of mobile ad inventory.

  • Header Bidding

    Advanced header bidding solution for mobile apps and mobile web, enabling simultaneous auction participation from multiple demand sources to maximize publisher revenue.

  • Dynamic Demand

    Proprietary yield optimization technology that intelligently routes bid requests to the highest-value demand partners in real time.

  • Rich Media & Video Ad Formats

    Support for a wide range of ad formats including interstitials, rewarded video, native, banner, and rich media to suit diverse publisher monetization needs.

  • Smaato Ad Server

    Integrated ad serving technology allowing publishers to manage direct-sold campaigns alongside programmatic demand in a unified waterfall or unified auction environment.

Key features

OpenRTB-compliant real-time bidding exchangeSelf-serve publisher management portalHeader bidding for mobile apps and mobile webSupport for display, video, native, and rich media formatsGlobal demand partner network with 450+ DSPs and ad networksGranular floor price and yield optimization controlsReal-time reporting and analytics dashboardGDPR and CCPA compliance tools for publishersSDK for mobile app integration

Use cases

Mobile app monetization for independent developers and large publishersProgrammatic yield optimization for mobile inventoryReal-time bidding auction management for mobile supplyDirect deal and private marketplace (PMP) execution on mobileCross-format mobile advertising including rewarded video and interstitialsGlobal audience monetization across diverse geographic markets

Customer segments

Mobile app developers and independent publishersLarge-scale mobile media companiesMobile gaming publishersNews and content app publishersDemand-side platforms (DSPs) seeking mobile supplyAd networks seeking programmatic inventory

Tech & specs

Technology stack

OpenRTB protocolReal-time bidding infrastructureMobile SDK (iOS and Android)Header bidding wrappersCloud-based ad servingBig data analytics and reportingMachine learning for yield optimization

Security & compliance

GDPRCCPAIAB TCF (Transparency & Consent Framework)OpenRTB standardsCOPPA compliance tools

Deployment

Cloud

API

Yes

Explore further

3 views
On the AtlasSSPs & Ad ExchangesOn the Mapby country + regionOn the GraphNetwork around Smaato