Observed Signal · Sep 18, 2026 · Product Launch · Source: PocketGamer.biz · Impact: 3/5 · Sentiment: Positive
Platform Market: Smadex Rebrands as Performance CTV for Apps Scales
Mobile advertising company Smadex has refreshed its brand and website to reflect its expanded focus on Performance CTV for app and game growth. Founded in 2011, Smadex has historically specialized in mobile user acquisition. The company began testing connected TV as a growth channel in 2022 and launched its Performance CTV product in 2023. Performance CTV has scaled significantly across 2025 and 2026 and is now a key growth area. The new tagline is “Grow Your App across Mobile and CTV” and the approach is described as “one engine, two screens, infinite optimisation”. Smadex combines mobile and CTV signals using a deep neural network to connect TV and mobile activity at household level, optimizing against predicted outcomes. A recent gaming campaign demonstrated strong results, including a 67.2% ROAS lift and 81.4% of installs arriving within the first hour of a CTV impression.
Signals growing significance of Performance CTV for app growth, with notable results, but company is a niche player.
Wichtigste Kernpunkte & Evidenz
- Smadex launched its Performance CTV product in 2023.
- A recent gaming campaign reported a 67.2% ROAS lift using Smadex's Performance CTV.
- Smadex's new tagline is 'Grow Your App across Mobile and CTV'.
- Smadex was founded in 2011 and historically focused on mobile user acquisition.
- The brand refresh reflects the company's expansion into Performance CTV.
- Smadex uses a deep neural network to connect TV and mobile activity at household level.
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