Programmatic Lunch

Google's partnership with Smaato brings Exchange Bidding to DoubleClick publishers

Tyrone Stewart

SmaatoGoogle has expanded its partnership with mobile advertising and app monetisation platform Smaato to give DoubleClick publishers access to Smaato’s mobile demand.


The expanded partnership, which follows Smaato’s integration with the DoubleClick Exchange Bidding program, will enable hundreds of DoubleClick publishers around the world to open their ad auctions to receive bids from Smaato’s over 450 mobile demand partners. Smaato is he first mobile-only exchange expanding into the open beta of DoubleClick’s Exchange Bidding program.


“Smaato has been a great Exchange Bidding partner. They've worked with us throughout the closed beta to develop Exchange Bidding into a solution that puts the needs of mobile in-app publishers first,” said Sam Cox, group product manager for DoubleClick Ad Exchange. “App publishers have always had to sacrifice speed to maximize demand for their inventory, but with Exchange Bidding and demand from mobile exchanges like Smaato, they can finally bring real-time pricing from multiple exchanges to bear on all of their inventory.”


The San Francisco-based real-time mobile ad platform works with more than 10,000 advertisers and boasts more than 300bn mobile impressions each month, reaching over 1bn monthly unique mobile users.


“After an extremely successful Exchange Bidding partnership in closed beta, we are excited to continue working with Google DoubleClick to extend Smaato’s premium mobile demand to publishers worldwide,” said Ragnar Kruse, CEO and co-founder of Smaato. “Publishers, and particularly apps, want to expand their global reach to fast-growing markets like Asia-Pacific, and Smaato is happy to partner with Google to fulfill that massive opportunity.”