mediasmart

Mediasmart, established in January 2012 by founder and CEO Noelia Amoedo, operates as a self-serve mobile programmatic platform. The company provides advertisers and agencies with a suite of tools for executing digital advertising campaigns, offering direct access to a global supply of mobile ad inventory. Its platform is designed to enhance campaign effectiveness through features like audience targeting and geo-targeting, which allows for precise audience segmentation. One of the platform's key capabilities is enabling advertisers to measure the incremental impact of their campaigns on in-store visits, a feature particularly relevant for businesses with physical locations.

The business model is centered on a self-service platform, which empowers users to manage their advertising spend and strategies independently. This approach caters to clients who require control and transparency over their programmatic advertising efforts. The company's revenue is generated from the usage of its platform for media buying. In a significant milestone, Mediasmart was acquired by Affle, a global technology company, in a transaction that was completed in 2020. This acquisition aimed to strengthen Affle’s consumer platform and expand its market presence, particularly in regions like North America and Latin America, while integrating Mediasmart’s technology and client base. The acquisition was structured with an upfront payment and subsequent earnouts tied to performance milestones.

Keywords: programmatic advertising, mobile marketing, ad tech, self-serve platform, demand-side platform, audience targeting, campaign measurement, geo-targeting, digital advertising, Affle