{{Infobox company | name = Smaato | logo = Smaato logo | type = Subsidiary | foundation = 2005 | location = New York, New York, U.S. | key_people = Sameer Sondhi (CEO) | industry = Ad Tech | services = RTB, Online advertising, Supply-Side Platform, Mobile Advertising | parent = Verve (formerly known as Verve Group) | homepage = {{URL|smaato.com}} }}
Smaato (now part of Verve) is a platform for digital advertising technology. Smaato was acquired by Verve in 2021 and was rebranded as Verve’s Brand+ Marketplace in 2024.<ref>{{Cite web |last=Cross-Kovoor |first=Tim |date=2021-07-14 |title=Verve Group Acquires Mobile Specialist SSP Smaato |url=https://videoweek.com/2021/07/14/verve-group-acquires-mobile-specialist-ssp-smaato/ |access-date=2025-10-01 |website=VideoWeek |language=en-US}}</ref><ref>{{Cite web |date=2024-09-24 |title=Verve Launches Purpose-Built Brand+ and Performance+ Marketplaces |url=https://www.adweek.com/adweek-wire/verve-launches-purpose-built-brand-and-performance-marketplaces/ |access-date=2025-10-01 |language=en-US}}</ref>
==History== Smaato was founded in 2005 by Ragnar Kruse and Petra Vorsteher. The Smaato Publisher Platform (SPX), a comprehensive publisher ad server, was launched by the company in 2015.<ref>{{Cite web|url=http://www.businessofapps.com/news/smaato-introduces-spx-free-publisher-ad-server-designed-mobile/|title=Smaato introduces SPX, a free publisher ad server designed for mobile|date=2015-01-28|website=Business of Apps|language=en-US|access-date=2019-06-11}}</ref> The next year, Smaato was picked by Google and incorporated into the AdMob and DoubleClick for Publishers platforms, through SDK-less mediation.<ref>{{Cite web|url=https://www.blog.google/products/admob/sdk-less-mediation/|title=SDK-less Mediation: An easier way to mediate|date=2016-02-16|website=Google|language=en|access-date=2019-06-11}}</ref> Later in 2016, Smaato further developed its products for the demand side of mobile advertising with the Smaato Demand Platform (SDX).<ref>{{Cite web |url=http://www.businessofapps.com/news/smaato-launches-new-demand-platform-for-optimised-mobile-ad-traffic-for-demand-partners/ |title=Smaato launches new Demand Platform for optimised mobile ad traffic for demand partners |date=2016-07-26 |website=Business of Apps |language=en-US |access-date=2019-06-11}}</ref>
==Acquisitions== In 2016, Beijing-based Spearhead Integrated Marketing Communication Group acquired Smaato for $148 million.<ref>{{cite news |url=https://techcrunch.com/2016/06/09/mobile-ad-tech-firm-smaato-acquired-by-china-based-group-for-148m/ |title=Mobile ad tech firm Smaato acquired by China-based group for $148m |last=Russel |first=Jon |date=2016-06-09 |accessdate=2018-12-17 |publisher=TechCrunch}}</ref>
In 2018, the company collaborated with Amazon Publisher Services (APS) to give demand partners within the app the ability to access Amazon's Transparent Ad Marketplace inventory.<ref>{{Cite web|url=https://www.mobilemarketer.com/news/smaato-integrates-with-amazon-publisher-services/522716/|title=Smaato integrates with Amazon Publisher Services|website=Mobile Marketer|language=en-US|access-date=2019-06-11}}</ref>
In July 2021, Smaato was acquired by Verve for nearly $170 million.<ref>{{Cite web |last=Hercher |first=James |date=2021-07-14 |title=MGI’s Verve Group Adds Smaato For $170M, Scales Up For Post-Consolidation Ad Tech |url=https://www.adexchanger.com/mobile/mgis-verve-group-adds-smaato-for-170m-scales-up-for-post-consolidation-ad-tech/ |access-date=2024-05-08 |website=AdExchanger |language=en-US}}</ref> Smaato was later rebranded as Verve’s Brand+ Marketplace in September 2024.<ref>{{Cite web |date=2024-09-24 |title=Verve Launches Purpose-Built Brand+ and Performance+ Marketplaces |url=https://www.adweek.com/adweek-wire/verve-launches-purpose-built-brand-and-performance-marketplaces/ |access-date=2025-10-01 |language=en-US}}</ref>
==See also== * Rakuten Advertising * Supply-side platform
==References== {{reflist|2}}
==External links== *[http://smaato.com/ Official Website]
Category:Online advertising services and affiliate networks Category:2005 establishments in California