Smaato
Omnichannel SSP and ad server for publisher monetisation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Smaato, Inc.
- Entity type
- COMPANY
- Founded
- 2005
- Headquarters
- United States
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- smaato.com
What Smaato does
Smaato operates a two-sided adtech platform. On the supply side, it provides publishers and app developers with ad serving, mediation, header bidding and inventory management tools that make their inventory available programmatically. On the demand side, it packages access to that inventory through open and curated marketplace environments for advertisers, agencies and demand partners. Value is created by aggregating monetisable inventory, improving fill and yield for publishers, and matching that supply with brand and performance demand across mobile, web and CTV.
Category differentiation
Smaato is an adtech infrastructure provider for programmatic monetisation, not a consumer media app or a demand-side platform. It is distinct from walled-garden self-serve ad platforms because it focuses on publisher-side supply and marketplace access.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Smaato is an adtech company focused on publisher monetisation and programmatic advertising infrastructure. Its platform combines ad serving, supply-side monetisation, marketplace access and SDK-based mobile integration across mobile, web and connected TV. The company serves digital publishers, mobile app developers, media owners, agencies and advertisers through a unified self-serve platform that manages inventory, connects demand and supports formats such as display, video and native advertising. The business makes money primarily through take rates and revenue share on advertising transactions flowing through its SSP and curated marketplaces. It also uses a free publisher ad server product to attract and retain supply, then monetises that supply through programmatic demand access, private marketplace deals and performance-oriented campaigns. Operationally, Smaato now sits within Verve Brand+ Marketplace while continuing to trade under the Smaato name in product and corporate references.
Business model & monetisation
Smaato monetises primarily through a percentage take-rate on advertising spend and impression revenue transacted through its SSP and marketplaces. It uses free or low-friction publisher tooling such as SPX to onboard supply, then earns revenue from demand access, impression-based revenue share, curated marketplace fees and outcome-based performance buying models including CPM and CPA-style campaign economics.
- SSP transaction fees
- Percentage Take-Rate
- Curated marketplace deals
- Percentage Take-Rate
- Performance campaigns
- Pay-per-Use
- Publisher ad serving and monetisation tooling
- Pay-per-Use
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Smaato, Inc.
IAB vendor record: 82
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 7, 9, 10
- Declared feature IDs
- 1, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 2
- Indexed sellers.json entries
- 3,415 · smaato.com
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Explore company relationships
Questions about Smaato
What is Smaato?
Smaato is an adtech platform that combines ad serving, supply-side monetisation and marketplace access for publishers, app developers, agencies and advertisers.
Who uses Smaato?
Digital publishers, mobile app publishers, app developers, media owners, agencies, demand partners and brand advertisers use Smaato.
How does Smaato make money?
Smaato earns revenue mainly from take rates and revenue share on programmatic advertising transactions flowing through its SSP and curated marketplaces.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
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