mediasmart

The company operates as a B2B advertising technology provider centred on a mobile-first programmatic demand-side platform. It creates value by giving advertisers, agencies and app marketers a single interface and API to plan, buy and optimise digital advertising across multiple ad exchanges, with a focus on mobile and connected TV inventory. The platform incorporates capabilities such as predictive targeting, lookalike modelling, private marketplaces, CTV and household sync, incrementality measurement and in-house viewability analytics. These tools aim to improve campaign performance, provide more accurate measurement of incremental outcomes, and reduce fragmentation across channels.

Economically, the business combines technology licensing with usage-based campaign spend flowing through the platform. It deepens value by integrating with external measurement partners, offering self-service tooling that reduces operational burden for buyers, and providing proprietary measurement (viewability and incrementality) that can be activated within campaigns. As part of the Affle group, the platform also fits into a wider media and adtech ecosystem, leveraging supply and data integrations to increase addressable inventory and performance for its customers.

mediasmart.io is a Spain-based advertising technology company providing a mobile-first, self-serve demand-side platform (DSP) used for programmatic media buying across mobile, connected TV (CTV) and other digital inventory. Its platform connects to numerous ad exchanges and supports features such as household and app sync for CTV, in-house viewability measurement, and incrementality-based campaign optimisation and reporting.

The company generates revenue by licensing access to its DSP and related tools and by billing advertisers and agencies for media bought through the platform, typically on impression- or outcome-based terms. Customers are primarily brands, app marketers, media agencies and trading desks that run performance and brand campaigns and require cross-device measurement, incrementality analytics and viewability solutions. mediasmart is part of the Affle group following its acquisition by Affle International Pte. Ltd.