The SDK connects various mobile applications with the Smaato ad exchange platform, connecting mobile users and advertisers. The partnership will allow developers to tap into the previously unavailable mobile RTB marketplace and enable advertisers to better reach their desired audience, the company said.
When an SDK sends an ad request from the mobile application to Smaato’s platform, the optimisation algorithm ensures that the request is routed to the most appropriate and highest paying advertiser.
BlackBerry developers can even include demographic data such as gender, age or keywords describing the content that the user sees in order to improve precision and targeting capabilities, ultimately leading to better revenues for the mobile developer.
“Mobile ad targeting has evolved; by collaborating with BlackBerry, we are offering BlackBerry app developers an easier way to instantly access over 270 demand sources, including ad networks and demand side platforms*, with Smaato,” said Ragnar Kruse, CEO and co-founder of Smaato.
Peter Ng, Senior Director, Global Alliances & Business Development at BlackBerry, said: “For BlackBerry application developers, the new Smaato SDK is an opportunity for them to gain value from their apps with a proven advertising demand platform.”
*A supply side platform allows advertising impression inventory to be managed. A demand side platform is used by buyers of digital advertising to manage ad exchange accounts and bid for the privilege of an ad being displayed. Advertisements displayed to a mobile user would be from the advertisers with the highest bid for a particular opportunity.
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