Smaato Exchange (SMX)

SMX is the acronym we use for the Smaato Mobile Ad Exchange. SMX is a Smaato owned-and-operated OpenRTB and ad network mediation ad exchange for mobile websites and apps.

If you are an app developer with a free downloadable app on the App Store or Google Play Store, you can monetize your app by selling your ad spaces (ad placements) through real-time bidding or a programmatic waterfall solution. At Smaato, we will connect your app to all Smaato demand sources and we will even assist you in adding your own demand sources, as well as third-party mediation. Here are just some of the benefits of integrating with Smaato’s RTB Ad Exchange:

• Increase user experience with premium advertising and advanced ad formats
• Maximize revenue with higher eCPMs
• Enjoy higher ad quality standards and increased transparency
• Find the best ad price in just 200 milliseconds
• We will provide the best customer service for you and your apps

Real-time bidding can be compared to a stock market, where the amount of demand at the moment determines the price of a stock. With real-time bidding, you can set the floor price of your ad placements, and then demand partners will place their bids for the final price. The whole process, from when when an app user triggers an ad request to the time the ad placement is filled with an ad, occurs within just 200 milliseconds. And this takes very little effort on your side, all you need to do is have an app and set your prices for your ad placements.

Programmatic advertising is a form of purchasing ads that utilizes technology to automate and streamline the process. However, programmatic advertising isn’t completely automated, as there needs to be a person to define the parameters of the advertising campaign, such as target audience, geographic area, and desired ad format (e.g., video, native, display, etc.). However, once those parameters are defined, programmatic advertising streamlines the ad purchasing process through automation.

The advertisers involved in RTB use programmatic advertising to improve the efficiency of their campaigns. RTB is therefore programmatic by nature, as the bidding process is automated. The difference is that while RTB utilizes programmatic advertising, not all programmatic advertising uses RTB. For example, advertisers can programmatically purchase inventory directly from publishers instead of bidding on an open market with RTB.

In short, RTB is always done through programmatic advertising, but programmatic advertising doesn’t always use RTB. See here the decision flow for both RTB and programmatic advertising:

Global blocklisting applies to each and every piece of traffic that is sent to the RTB exchange and potentially overrides line item configurations.

To access your global SMX blocklist, head to the Exchange tab in your SPX account and click on Edit Settings under Smaato Exchange Summary:

Line Item Blocklisting

Line item blocklisting only applies to the traffic specifically assigned to it. The configurations don’t affect other traffic/line items and are supplemented by the global blocklisting settings.

You can configure a line item blocklist, setup RTB Rules below.

Domain and Apps

This blocklist rejects bid responses that include a specific advertiser domain. Under the Domain and Apps tab, enter a URL (e.g., www.onetwothree.com) and click the +Add button.

IAB Categories

The category blocklist gives you the full list of IAB categories. You can either choose to include a category (by simultaneously excluding all others), or exclude single categories under Category.

Creative Attributes

You can also reject bid responses that contain creatives with attributes such as Shaky, Flashing, Flickering, Extreme Animation, Surveys, Text Only, and Alert Style. Select the Creative Attributes tab and exclude the desired attributes.