Super Auction, Super Revenue: Publisher Controls that Go Beyond the Waterfall (White Nights conference 2015)

1. The Leading Global Mobile Advertising RTB Ad Exchange & SSP
Super Auction, Super Revenue:
Publisher Controls that Go Beyond the Waterfall

2. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
Company Overview
Profitable +117% YoY Growth
80,000+ Publishers & App Developers
390+ Ad Networks & DSPs
91 of Top 100 Ad Age Advertisers
500+M Unique Users/Month
150+ Billion Impressions/Month
Founded 2005
RTB Ad Exchange & SSP
$50 Million in Venture Capital Raised
Funded by Aeris Capital, EDBI, SPH
180 Employees, 18 Languages
50 Product & Engineering
New York City, NY Hamburg, Germany Singapore, SGSan Francisco, CA
www.smaato.com

3. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
Source:1.eMarketer( November 2014) 2.eMarketer (February 2015) 3. Flurry
(January 2013) 4.Midia Research, Forbes July 2014;5 eMarketer (June 2014)
6. eMarketer (April 2014)
Mobile App Downloads Worldwide (in Billions)
2015 In-app global revenue: $8.8 Billion5
2015 Worldwide mobile game revenue: $14.3
Billion6
95% will be free by 20173
85% of the top 700 revenue
generating apps are games 2
15.375
20.240 24.314 26.990 27.664 28.9352.111
4.591
7.856
14.001
23.771
36.887
1.073
1.851
2.819
4.375
6.772
10.694
2012 2013 2014 2015 2016 2017
Paid-for In-app purchases Advertising
Mobile App Store Revenue Worldwide
(Millions of Dollars)
138
186
237
291
346
2014 2015 2016 2017 2018
Mobile Gaming Continues to Power Up
Mobile Gaming revenues to reach $30 billion worldwide in 2015,
overtaking traditional consoles1
Global App Store downloads to increase to 346 Billion by 20182

4. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
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Version: 062015.1
Source: 1.Tecmark (October2014); 2.NPD, January 2015; 3 IDC/App
Annie, February 2015; 4. NPD, January 2015; 5.Flurry, March 2014
The average
smartphone
owner picks up
their phone
1,500 times a
week1. Yes, you
read that right.
Mobile gamers
are 2x as likely
to make an
inapp
purchase
compared to 2
years ago2.
There are 176
million mobile
addicts (users
who launch at
least 60 apps a
day5).
75% of
spending on
the iOS app
store comes
from games3.
The average
mobile gamer
plays games 2
hours a day,
up 57% from
20124.
Alec Baldwin
removed from
plane for playing
Words with Friends
while plane idled at
the gate in 2011.
2x
Profile of the Mobile Gamer
The average Mobile Gamer plays games 2 hours a day

5. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
MOST
POPULAR
LESSPOPULAR
MORE EFFECTIVELESS EFFECTIVE
• Surveys
• Real-world rewards
• Ads – lock screens
• Subscriptions
• Premium – paid download
• Affiliate/e-commerce
• Ads – notification ads
• Ads – Text Ads
• Offer Walls
• App Walls
• Ads – Banner Ads
• Ads – Interstitials
• Ads – Video Ads
• Freemium – In-App Purchases
Source: Venture Beat Intel survey (April 2014)
Which strategy
makes the most
amount of money
for the least effort?
Game Developer’s Monetization Strategies
Most popular and effective monetization revenue drivers for game
developers
?!

6. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
We asked ourselves...
• What would an ideal ad server look like?
• How could we re-envision what‘s possible for a publisher trying to maximize revenue
on every ad impression?
• What if we could force competition between all sales channels - Direct, RTB and Ad
Network?
• What if your own ad networks could compete on top of it?
• What does it look like beyond the waterfall?
Beyond the Waterfall: The Super Auction
Smaato’s Dynamic Demand

7. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
Smaato’s Solution for the Game Developer
SPX: The Smaato Publisher Platform – Publisher Controls that Go Beyond
the Waterfall

8. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
Direct Sold Campaign
RTB Demand
Ad Network Mediation
WINNING BID
SPX
Smaato Publisher
Platform
200ms
$4
$2
App/
Website
Floor Price $1
$3
Publisher’s Inventory in SPX
Maximum yield through
impression-level
universal competition
Super Auction Dynamic Demand
$4
Real-time Competition Across all Demand Sources
Smaato’s Dynamic Demand

9. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
• Leading, UK-based mobile game development
company since 2012
• Creating mobile games on iOS and Android
platforms
• First mobile game was Jigsaw Collection HD
• Worked with Smaato to optimize inventory
monetization
Pieces of the Mobile Monetization Challenge
Optimize iPad
and iPhone
inventory
Find
International
Monetization
Partner
Increase ad
revenues and
eCPM globally
Match Regional
Requirements
Manage Ad
Trafficking
Technology &
Ad Format
Support
Inventory
Monetization
Challenge
for MK Jigsaw
Game Developer’s Story: MK Jigsaw LPP
MK Jigsaw worked with Smaato to optimize inventory monetization
DSP3
DSP2
DSP1
AN
USA
Android
iOS
USA
iOS
Australia
UK
Android
iOSDSP4
Canada
Android
iOS

10. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
Strategy to optimize iOS inventory monetization of „Jigsaw Collection HD“ through RTB:
• Started working with Smaato in 2013. Opened iPad and iPhone inventory to SMX
• Migrated to the Smaato Publisher Platform (SPX); optimized floor prices by Geo
Life of an MK Jigsaw impression in 200 milliseconds
Game Developer’s Story: MK Jigsaw LPP
Life of an MK Jigsaw impression in 200 milliseconds
FINISH
Ad
Request
START
Dynamic Demand
DSP 2
$1.32
1 2
3 4
$0.33
$0.72
$1.51
$1.32
Winning Advertiser
DSP2
Targeted
Mobile Ad
eCPM $1.32
Targeted Ad
Decision
SPX
Price
AFPM
Auction
SMX
DSP3
DSP4DSP2
DSP1

11. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
Games: Second Highest Revenue Growth on Smaato
Games Revenue on the Smaato Exchange
By supply and spend in Q4 2014 over Q3 2013
196%
71%
0%
50%
100%
150%
200%
250%
Games
Supply Spend

12. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
Games category is key supply and demand category in mobile
• App store downloads increase to 346 billion in 2018 & 95% will be free
• 85% of the top 700 revenue-generating apps are games
Ads are the most popular and effective way for gaming app monetization
• Interstitials are effective revenue drivers for gaming apps
• Ads are a logical choice in today‘s saturated marketplace by reducing the
reliance on pre-launch campaigns and cost of user retention necessary for in-app
monetization success
Choosing the right monetization partner
• A unified mobile-first platform with an ad server, ad exchange and SSP
improves monetization significantly
Key Take Away Items

13. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Version: 062015.1
1. What is my monetization strategy? (free or paid app)
2. How can I monetize on a global scale?
3. Which monetization platform do I choose?
4. Does my monetization partner offer a self serve service so that I have 100%
controls over my inventory?
5. How do I integrate and scale?
5 questions a game developer should ask about mobile monetization
How Will Your Story Start?

14. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
About Smaato
Smaato is the leading independent global mobile Real-Time Bidding (RTB) ad exchange and Supply Side Platform (SSP). More than 80,000
mobile publishers use Smaato's platform to monetize their mobile inventory around the world. The Smaato Exchange (SMX) is globally
connected to 390+ Demand Partners. Smaato delivers more than 150 billion ad impressions per month, including campaigns from 91 of the
Top 100 Ad Age brands.
A privately held company founded in 2005, Smaato is headquartered in San Francisco, California, with offices in Hamburg, Germany, as well as
Singapore and New York. www.smaato.com/company
New York City, NY
Tel: +1 (646) 807-4596
americas@smaato.com
Hamburg, Germany
T: +49 (40) 3480 9490
emea@smaato.com
Singapore, SG
T: +65 3157 1444
apac@smaato.com
San Francisco, CA
T: +1 (650) 286-1198
americas@smaato.com
Thank you.
Director of Supply Partnerships EMEA
+49 (40) 3480 9490
Mohamed Ben Hiba
mohamed@smaato.com