Mobile Advertising Optimization | MMA Global

Mobile Advertising Optimization

August 10, 2009

Higher revenues with mobile ad optimization and global ad network aggregation

"Publishers of mobile websites & developers of cool mobile apps face the growing challenge of matching their expanding global popularity with the daunting task of filling their ad inventory associated with those very services.

Smaato identified this issue many moons ago and is capitalizing on the provision of global mobile ad optimization using its SOMA platform. Smaato has come from nowhere and gained significant experience and footprint in this section of mobile advertising and marketing in a very short, yet incredibly successful, period."
- Nick Lane, Chief Researcher / Writer, mobileSQUARED

Mobile advertising is getting traction and is becoming an integral part of today’s marketing mix. But it is still a very tough job for mobile publishers and mobile developers to monetize their inventory - especially when it comes to non direct sold inventory. The usual approach to overcome this crucial problem is to work with several ad networks specialized in mobile advertising.

Unfortunately, most mobile ad networks are not capable to monetize each single page impression or tend to serve low eCPM run-of-network-advertisements. To react to this challenge, some publishers chain several ad networks together and form so called daisy chains, which cause higher ad server latencies and might lower the overall user experience.

Furthermore the number of mobile ad networks is growing but their performances differ significantly. It is a time consuming and expensive task to find out which mobile ad networks deliver the highest eCPMs and fill rates for a specific inventory, especially when there are limited resources for a professional ad-ops team. This white paper describes essential challenges for mobile publishers and mobile developers to monetize their whole inventory.

Read Smaato's Whitepaper, Mobile Advertising Optimization