mediasmart
Mobile-first DSP for omnichannel programmatic advertising and measurement.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Affle Iberia, S.L.
- Entity type
- COMPANY
- Founded
- 2011
- Headquarters
- Calle Eloy Gonzalo 27, 28010 Madrid, Spain
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- mediasmart.io
What mediasmart does
mediasmart provides programmatic advertising infrastructure to business customers. Its core value proposition is enabling advertisers and agencies to access inventory, activate audiences and measure outcomes across multiple channels from a single platform. The business combines software delivery with media execution economics: customers use the platform directly on a self-serve basis, through APIs, and in some cases via managed campaign support. Value is created through campaign automation, targeting, cross-screen orchestration and attribution tied to business outcomes such as store visits.
Category differentiation
mediasmart is an adtech platform for programmatic media buying, not a media agency, publisher or consumer media app. It should be distinguished from generic mobile marketing consultancies by its DSP, audience and attribution software.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
mediasmart is a Spanish adtech company operating a self-serve, mobile-first demand-side platform for advertisers, agencies and programmatic buying teams. The platform is used to plan, buy and measure campaigns across mobile, web, connected TV and digital out-of-home, with additional capabilities in cross-device targeting, audience sync, footfall attribution and incrementality analysis. It is part of the Affle group. The company makes money primarily from software-enabled media buying, typically via a percentage of media spend processed through its DSP, supplemented by fees for data, audience and measurement capabilities. Its customers are business buyers rather than consumers, including brands, agencies, trading desks and retail advertisers seeking programmatic activation and offline outcome measurement.
Company news briefing
Briefing updated:
Following Sameer Sondhi’s appointment as CEO, mediasmart is recalibrating its brand identity by transitioning digital assets away from parent-specific leadership toward a "Global Ad Networks" focus. This strategic shift aligns with its continued emphasis on omnichannel programmatic advertising and interactive mobile ad performance to drive AI-led conversions. Supported by Affle’s acquisition of AdColony’s technology and expansion into Spain, mediasmart remains central to the group’s mission of scaling cross-screen capabilities, specifically leveraging Connected TV and agentic devices to deliver verticalised, global product innovation.
Business model & monetisation
The primary monetisation model is a percentage take-rate or platform margin on media spend transacted through the DSP. Secondary revenue likely comes from software access and premium add-ons such as audience data via mDMP, advanced measurement including incrementality and footfall attribution, and specialised omnichannel modules for CTV and DOOH synchronisation. The platform also appears capable of supporting service-led or managed execution fees alongside self-serve usage.
- DSP media buying
- Percentage take-rate on media spend
- Platform access and self-serve software usage
- Software Subscription
- Audience data and mDMP capabilities
- Data and premium module fees
- Measurement and attribution products
- Premium analytics or feature-based fees
- Managed execution support
- Service Fee
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.
Affle Iberia SL
IAB vendor record: 193
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 7, 9, 10
- Declared feature IDs
- 2, 3
- Declared special purpose IDs
- 3
- Declared special feature IDs
- 1
Products & market categories
Technology
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.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Sales Director(Director) | Sales | Europe | |
| Senior Sales Manager(Senior) | Sales | Europe |
Explore company relationships
Questions about mediasmart
What is mediasmart?
mediasmart is a Spanish adtech company operating a self-serve demand-side platform for programmatic advertising across mobile, web, CTV and DOOH.
Who uses mediasmart?
Its users are business customers such as advertisers, media agencies, trading desks, app marketers and retail brands running programmatic campaigns.
How does mediasmart make money?
It primarily earns a take-rate on media spend processed through its DSP, with additional revenue from software access, data products, measurement modules and managed services.
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.
17 publicly documented primary sources and citations linked across the market graph.
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