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What is Smaato?

Smaato is a supply-side publisher platform (SSP) from the Verve Group since the 2021 acquisition.

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TrustRadius Insights

Customers have found Smaato to be a valuable demand partner for connecting with more demand and supply sources. By integrating Smaato into …
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What is Smaato?

Smaato is a supply-side publisher platform (SSP) from the Verve Group since the 2021 acquisition.

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Product Details

What is Smaato?

Smaato’s digital ad tech platform is an omnichannel, self-serve monetization solution and ad server, designed to make monetization simple. With it, publishers can bring their first-party data and manage inventory. Marketers get access to inventory so they can reach audiences around the world and on any device.

Smaato is now part of the Verve Group, since the 2021 acquisition.

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Customer Obsession With CEO Ajitpal Pannu

Smaato Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo
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Reviews and Ratings


Community Insights

TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!

Customers have found Smaato to be a valuable demand partner for connecting with more demand and supply sources. By integrating Smaato into their ad stack, users have experienced an increase in revenue, CPMs, and fill rate. This has helped them enhance their monetization performance, especially during the iOS14.5+ era. The platform's custom-made features have allowed businesses to deliver data according to their specific needs and requirements, resulting in improved outcomes. Some customers have even enlisted the help of a third-party mediator alongside Smaato to further optimize their ad buying process. Smaato has proven to be a reliable partner for programmatic campaigns on both mobile and desktop inventory. Notably, the main point of cooperation with Smaato has centered around inventory on their SSP, covering all standard IAB formats except playable ads. Overall, users have had positive experiences leveraging Smaato's capabilities to connect with more demand sources, drive revenue growth, and optimize ad performance.

Consolidated Monetization Platform: Many users have praised Smaato's consolidated monetization platform, stating that it is very easy to bring data from third-party providers and manage it within Smaato. This feature allows users to efficiently handle their monetization efforts in one place.

Good Quality Supply: Several reviewers have mentioned that the quality of the supply in Smaato is commendable, with many attributes in ad requests. This indicates that Smaato provides a wide range of high-quality ad inventory for users to choose from.

Excellent Partner for Programmatic Efforts: A number of users have highlighted that Smaato is an excellent partner for their programmatic efforts, with some mentioning they have been working with them for several years. This suggests that Smaato consistently delivers on its promises and supports users' programmatic advertising strategies effectively.

Cluttered User Interface: Some users have found the user interface of Smaato to be cluttered and difficult to navigate, leading to a poor user experience. They have expressed frustration with the layout and organization of the platform, stating that it can be overwhelming and confusing.

Limited Reporting Dashboard: Several reviewers have mentioned that the reporting dashboard provided by Smaato is minimal and in need of improvement. Users feel that the current dashboard lacks important features and functionality, making it challenging for them to track performance metrics effectively and make informed decisions.

Lack of Transparency on Margins: Users have expressed dissatisfaction with Smaato's lack of transparency regarding their margins over media costs. Some customers feel that they are not getting clear information about how much they are paying for advertising inventory compared to what Smaato charges from publishers. This lack of transparency makes it difficult for users to evaluate the true cost-effectiveness of using Smaato as a demand-side platform.

Attribute Ratings


(1-2 of 2)
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Gabriela Band | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Smaato is a great partner for our programmatic campaigns. We have worked with them over the last 2 years, mainly for mobile campaigns although we used them for some desktop inventory as well. Our main point of cooperation was around inventory on their SSP on all standard IAB formats except playable ads, which we have not run with them.
  • Great QPS control. You are able to control your infrastructure costs while also receiving inventory that interests you.
  • Very good support team, fast to answer any questions about the product.
  • Exclusive reach. We have found that most of Smaato's audience can not be found on other SSPs.
  • Inventory can be a bit pricey in competitive markets like the US.
  • Reporting dashboard is limited, needs work.
  • They don't offer a lof of transparency about margins over media cost.
Smaato is very well suited for user acquisition and retargeting companies. Their overlap in terms of audiences and publishers with other exchanges is very limited, which makes it a great alternative when you need to scale a campaign and want to maintain your frequency cap. They work very well in branding campaigns as well as performance campaigns.
  • We have seen prices a bit high, thus reducing profitability
  • However, the vast reach has allowed us to get more budgets and fulfill them so the net effect is positive.
  • We have been able to run campaigns that targeted the same user on mobile and desktop by running with Smaato and that has allowed us to get more budgets from specific clients.
Smaato has a UI where you can control your line items on the traffic you want to receive. That is a key unique selling point that other SSPs don't offer. Most of the items that you will need like reporting can be done on a self serve manner and that is a big plus, specifically for changes that need to happen really fast and you don't need to deal with account managers that may take some time to answer emails.
Smaato's account management team is very professional. They are quite fast in terms of customer support, which is very helpful. One item that stands out is that they are willing to understand what you need for each campaign and what is the best way to move forward. They don't just jump quickly into trying to upsell more of Smaato's products (audiences, data) like other SSPs do.
Smaato has better anti-fraud controls than most exchanges. Even if the inventory ends up being a bit pricey, I am more comfortable running campaigns on Smaato because I know there won't be any issues with the clients claiming refunds for invalid traffic. I believe that as the industry matures, other SSPs will follow suit and prices will increase along with the board.
May 03, 2018

Smaato Review

Julian Salinas | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We use Smaato as a demand partner for our app. They are plugged in via Google's Exchange Bidding partners in Yield Groups. We also have them turned on a 3rd party mediation partner. When we first launched the app we needed more partners to create more competition for our inventory. Smaato has helped with this. By adding in Smaato we have seen overall lift in revenue, CPMs, and fill rate.
  • Fill - the ad requests we send to Smaato have seen a great requests-to-impression ration.
  • Revenue - We've seen a lift in overall revenue thanks to the high CPM bids we get from Smaato.
  • Payments are always on time and they have a responsive financial team that is helpful in answering any questions.
  • Customer service - They are very fast to respond to any issues. The set up was streamlined thanks to their professional customer service.
  • Sometimes I was confused about who my account manager was since 2-3 contacts were in touch with me constantly and then one left recently.
  • Weekly performance insights would be helpful to help promote optimizations
Strong Google Exchange Bidding partner when comparing to other companies in EB.
  • Increased overall revenue
  • Strong demand pool
  • Easy reporting
With over 20 demand partners in our stack, Smaato is in the top 5
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