BlackBerry collaborates with Smaato

Smaato, a mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), is collaborating with BlackBerry. Smaato SDKs provide BlackBerry developers with a simple way to include demographic data such as gender, age or keywords describing the content that the user sees. This helps to increase the demand from advertisers by improving precision and targeting capabilities, and leads to a higher advertising bid.Through this collaboration with Smaato, BlackBerry App Developers can build mobile advertising into their apps and diversify the apps to generate revenue. Smaato’s mobile RTB expertise will help advertisers reach the right audience quickly and hold users’ interest, while promoting the advertiser’s marketing messages and goals.“Mobile ad targeting has evolved; by collaborating with BlackBerry, we are offering BlackBerry App Developers an easier way to instantly access over 270 Demand Sources, including Ad Networks and Demand Side Platforms (DSPs), with Smaato,” Ragnar Kruse, CEO and co-founder of Smaato said.Peter Ng, senior director, Global Alliances & Business Development at BlackBerry, said: “For BlackBerry application developers, the new Smaato SDK is an opportunity for them to gain value from their apps with a proven advertising demand platform.”Smaato’s SDKs have been connecting various mobile applications with their ad exchange platform, creating the technical link between mobile users and advertisers. When an SDK sends an ad request from the mobile application to Smaato’s platform, the optimisation algorithm ensures that the request is routed to the most appropriate and highest paying advertiser.