Real-time mobile ad platform Smaato has revealed a major expansion of its mobile monetisation solution for its demand-side platform, provide partners with the tools to optimise their mobile ad traffic.

The Smaato Demand Platform (SDX) includes a robust suite of traffic targeting tools the provide precision, control and flexibility, and aims to significantly reduce waste for demand partners across mobile ad campaigns by enabling marketers to control segments in real-time.

Prior to this new release, advertisers and demand-side partners who sought to effectively manage their mobile ad inventory lacked a solution that could segment or optimise mobile traffic at scale. The first phase of the SDX rollout gives partners powerful targeting and query-per-second throttling tools for granular control over incoming traffic.

Beyond country-level targeting, inventory can be ramped up based on ad format, device type, connection type and in-app versus mobile web. Marketers can also filter out or target specific publishers based on previous campaign performances.

“With the introduction of SDX, Smaato can now proudly say we offer the industrys most comprehensive, robust mobile advertising solutions for both the demand and supply side of the ecosystem,” said Ragnar Kruse, CEO and co-founder of Smaato. “We carefully considered the pain points of our demand partners and believe that SDX is an important step toward giving our partners control over the traffic they receive to target the premium mobile inventory most relevant to their campaigns.”

The platform has been extensively tested by Adelphic, one of the worlds largest mobile and cross-channel programmatic ad platforms. Adelphic integrated SDX in late May, and has seen a 20 per cent increase in their month-over-month mobile ad spending since leveraging the query-per-second and geographic targeting tools.

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