Smadex

Founded in 2011 by Jordi de los Pinos, Jose Ramon Gomez, and Víctor Ruiz, Smadex is a mobile-first programmatic advertising Demand-Side Platform (DSP) based in Barcelona, Spain. The company was established to address the challenges digital advertisers face in acquiring high-quality users and enhancing brand metrics. CEO Jordi de los Pinos brought experience from Qualcomm and Telefónica, combined with an MBA from MIT, to lead the company. After initially struggling, Smadex pivoted its strategy after discovering Real-Time Bidding (RTB) technology, which became central to its platform.

Smadex operates as a mobile growth platform, enabling advertisers to execute performance, direct response, and brand advertising campaigns across in-app, mobile web, and Connected TV (CTV). The business primarily serves advertisers and agencies, offering them tools to plan, buy, manage, and optimize campaigns through a self-service platform. Revenue is generated through both managed accounts and self-serve options, with a business model that includes a minimum budget requirement plus a percentage fee, and flexible payment models like dCPM optimized for CPA and CPI goals. In June 2018, Smadex was acquired by Entravision Communications (NYSE: EVC) and integrated into its Headway business unit, a move intended to provide investment for continued innovation and expand its global client reach.

The core of Smadex's offering is its proprietary technology that utilizes machine learning-assisted bidding algorithms to identify the optimal mix of creative assets, audience targeting, and pricing for mobile performance campaigns. The platform processes over one million bid requests per second, allowing advertisers to purchase ad space dynamically. Key features include advanced targeting through first and third-party data, robust fraud prevention, brand safety measures, and multi-dimensional reporting tools for transparent campaign analysis. Smadex supports various ad formats like banners, interstitials, and video, and integrates with major tracking partners such as AppsFlyer and Adjust. The platform is designed for user acquisition and retargeting, helping clients like Bandai Namco Mobile and TextNow improve user engagement and achieve a higher return on ad spend.

Keywords: mobile advertising, demand-side platform, programmatic advertising, real-time bidding, ad tech, user acquisition, retargeting, brand advertising, in-app advertising, connected TV advertising, mobile marketing, performance marketing, machine learning advertising, Entravision, mobile growth platform, rich media advertising, campaign optimization, brand safety, ad fraud prevention, mobile ad network