Mobile ad optimisation firm Smaato has released a whitepaper looking at the mobile advertising ecosystem.
The study aims to deliver a high level overview of the mobile advertising ecosystem, describing the different segments of the mobile advertising market, and providing insights into the different players and processes of the mobile advertising value chain.
The document concludes that the mobile advertising ecosystem has a high rate of fragmentation and diversification. On one hand, it says, the ecosystem is fragmented on a technological level, since there are many devices with different operating systems and handsets on the market. On the other hand, the market suffers from the very limited amount of marketing budgets in a specific geographical region. This fragmentation results in serious market inefficiencies that hinder advertisers in achieving campaign goals and publishers in properly monetizing their content. 
The whitepaper explains how Smaato’s SOMA platform has been designed to overcome these challenges, by enriching inventory and matching it with the best targeted advertising source available. It point out that, in addition to maximizing advertising revenue, Smaato’s mobile advertising solution provides a single integration point to publishers and developers on almost all platforms and solves the problem of monetizing free content for them.
You can download the whitepaper here.
