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Smaato Adds Yet Another Mobile Ad Network To Its Platform; Rubicon Q3 Report Sees Upswing In CPMs But Warns Against RTB

Smaato Signs Up Thirty-Third Mobile Ad Network For Its Yield Optimisation Platform

Despite the heart-stopping seven-hundred and fifty million dollar takeover of Admob by Google last week, there continues to be life in the mobile ad market. Yesterday, leading Mobile Ad Network Yield Optimiser signed yet another ad network. The German-based Yield Optimiser has now thirty-three mobile ad networks trading on its platform. The latest addition, Madvertise, is a leading mobile ad network in the European market. Smaato is aggregating a lot of mobile ad inventory on its platform, and is offering premium mobile publishers the opportunity to better monetise their ad space. Smaato’s CEO & Co-Founder, Ragnar Kruse, had the following to say on the deal with Madvertise:

We see this new partnership with Madvertise to be a great added value to our secret sauce in being able to deliver the most far reaching services globally - with relevant, local mobile advertising for our publishers

Read more on the growing reach of the Smaato platform

Rubicon Q3 Report Suggests That RTB Will Drive Down Publisher’s CPM

Rubicon released its Q3 report last week. The analysis found that the top twenty Rubicon publisher partners (Rubicon 20 Index) have seen their CPMs rise by eight per cent against the Q2 figures. Good news for publishers. But there is a word of warning for publishers who are allowing real time bidding on their ad inventory:

Looking forward, packaging audience effectively for display advertisers will be a key means of differentiation for publishers. One key area of focus in this report is the hot topic of real-time bidding (RTB) on specific audience segments and targets. While garnering a great deal of attention in the press and from some ad networks and their partners, there is significant risk for publishers in current implementations of RTB. While great for advertisers who want to “cherry pick” impressions and users, RTB has the potential to drive down overall publisher revenue and loss of data control, and encourage gross arbitrage, the very problem that gave ad networks a bad name with publishers over the last few years. The report analyzes this risk and outlines the steps necessary to ensure publishers fully understand both the opportunity and risks of RTB.

For more Rubicon perspective on the market, you can download the Q3 report from the following link.