Google, Smaato Partnership Opens To 100+ DoubleClick Publishers

After a successful beta integration with Google’s DoubleClick Exchange Bidding (EB) program, Smaato, a mobile-only programmatic advertising platform, will open its doors to hundreds of DoubleClick For Publishers (DFP) clients through DoubleClick’s EB open beta.

This announcement comes as Google continues to enhance its ad platform with forays into header bidding.

Similar to header bidding solutions, Google’s Exchange Bidding initiative is meant to speed up ad delivery significantly and further streamline the bidding process. And DoubleClick’s EB solution touts an average 60-millisecond delay, rather than the 500- to 1000-millisecond delay typical of header bidding.

"App publishers have always had to sacrifice speed to maximize demand for their inventory, but with Exchange Bidding and demand from mobile exchanges like Smaato, they can finally bring real-time pricing from multiple exchanges to bear on all of their inventory," stated Sam Cox, group product manager at DoubleClick Ad Exchange.

The hundreds of DFP clients will now have access to over 450 mobile demand partners through Smaato’s network. With a particular focus on in-app traffic, and ensuring brand safe and transparent inventory, Smaato manages more than 300 billion mobile impressions per month, with a 1 billion unique mobile user reach.

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