Smaato celebrates its 5th Birthday with Record Milestones: 16+Billion ad requests per month and 7,000 registered publishers

New Whitepaper: “Mobile Advertising Ecosystem” and Smaato Metrics July published

REDWOOD SHORES, Calif. & SINGAPORE & HAMBURG, Germany – Smaato Inc., the leading mobile advertising and optimization company, celebrates its fifth birthday by announcing that it now serves over 16 billion ad requests per month in its global network of more than 7,000 registered publishers.

Ragnar Kruse, CEO and Co-Founder of Smaato stated: “We started Smaato five years ago to develop apps and recognized the need for mobile advertising services, which quickly became our sole priority. We are proud to be celebrating our fifth anniversary with such milestone achievements: In July 2010 we almost tripled our reach in monthly ad requests, to more than 16 billion with 7,000 signed publishers. The mobile advertising market is growing exponentially and we are excited about the next phase in the mobile economy. A big thank you to all our customers, partners, investors, friends and the global Smaato team that have supported us along the way and believe in our vision.”

Together with these KPIs, Smaato publishes a new whitepaper about the mobile advertising ecosystem that can be read and downloaded via the website at It describes how app developers and mobile publishers can best navigate and monetize mobile advertising opportunities. The whitepaper also breaks down the process of ad optimization and demonstrates to publishers that by optimizing both the advertising network and fill-rates, they can understand their choices for a better return on investment.

Harald Neidhardt, Smaato CMO and Co-Founder adds: “Smaato has produced this whitepaper to help give an overview of the industry to those taking their first steps into mobile advertising. We hope that the information in this paper and the monthly Smaato Metrics help to educate and provide a benchmark to demonstrate that mobile ad-optimization can drive effective monetization on a global scale.”

The Smaato Metrics for July 2010 also published today, present these key findings:

– Apple show a significant increase in click through rates (CTR) globally and as well for the US and the European market, while Android decreased enormously in the US and lost its solid position from June
– After four months in decline, the CTR Index of Windows Phones increases for the first time globally
– The global fill rate of ad networks drops from 22% to 16%.

The Smaato Metrics are provided monthly at

Smaato is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with publishers, developers, ad networks and operators.