SPH invests in ad tech firm

Real time bidding platform Smaato has raised US$ 25 Million in a Series E funding, with Singapore Press Holdings as one of its investors. Other investors were Aeris CAPITAL, Singapore's EDB Investments(EDBI) as well as Smaato’s other existing shareholders.

In a statement Smaato has said that the funds will be used to fuel growth, operations and development of its platform, focused on self-serve automation.

Smaato owns and operates a global mobile RTB ad exchange and Supply Side Platform. Its last funding period was in January 2011 where EDBI led the funding round and the company raised US$7 million.

“Approximately 65 % of our publishers want to monetize mobile apps and the rest is mobile web sites,” said Ragnar Kruse, CEO and co-founder of Smaato. Smaato currently has 117 employees and has offices in San Francisco, New York, Hamburg, Singapore and Jakarta.

“With roughly 466% year-to-year growth in programmatic in-app advertising spend, mobile app developers want to have full control of their inventory and data in a self-serve model. As such, we will use this new funding to build out our next-generation SPP platform that will allow for these controls and automation of monetization on scale across more than 270+demand sources.”

SPH has been pushing heavily for a move to digital, introducing several initiatives including launching a content marketing studio for advertisers to market content across its assets.

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