mediasmart
mediasmart is a mobile-first DSP for omnichannel programmatic advertising and measurement.
Analyst Perspective
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.
Analyst Signal Briefing
Updated: 12 Aug 2026Following 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.
Explorer Tier
Start exploring for free
Start with public company intelligence. Save companies, build your first watchlist, and unlock deeper strategic insights when you are ready.
- View public Company Profiles
- Save/watch companies
- Build your first Watchlist
- Access additional market signals
Key insights about mediasmart
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.
mediasmart: About
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.
How mediasmart Works & Monetises
Business model analysis and core revenue streams
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.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Recent Signals (mediasmart)
The power of interactive mobile ads: a case study
When campaign performance stalls, advertisers often look first at the media plan: increase the budget, expand targeting, or invest in premium...
Read original sourceRemoval of Affle parent company leadership section from mediasmart About page
The 'Affle 3i' section featuring Affle executives (Anuj Khanna Sohum, Kapil Bhutani, Charles Yong, Viraj Sinh) has been deleted, and image alt text changed from 'Life At Affle' to 'Global Ad Networks' across multiple profiles, indicating a shift in branding emphasis away from the parent company.
Read original sourcemediasmart Unleashes Seamless Rich Media Ads with Nexd Integration
mediasmart has integrated Nexd, a lightweight rich media technology, directly into mediasmart's Creative Studio, enabling advertisers to create and launch interactive ads without leaving the platform. The Nexd-powered tools expand mediasmart’s suite for mobile and CTV, offering drag-and-drop ad creation with no coding required and real-time previews across channels. The update includes a major UI upgrade to streamline the creative workflow, reduce bottlenecks, and allow rapid building, testing, and deployment of rich media and omnichannel campaigns. Executives Swaminathan Iyer of mediasmart and Ott Heidmets of Nexd describe the collaboration as accelerating efficiency, performance, and creativity within a single workflow. The partnership emphasizes sustainability, noting lightweight formats can help reduce the environmental impact of digital advertising, which is estimated to contribute over 7 million metric tons of CO2 annually. The Creative Studio is now live for advertisers, agencies, and publishers.
Read original sourcemediasmart: Frequently Asked Questions
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.
Company Facts
- Founded
- 2011
- Headquarters
- Calle Eloy Gonzalo 27, 28010 Madrid, Spain
- Core Segment
- AdTech Vendor
- Company Size
- 50–200
- Official Link
- mediasmart.io