SmartyAds

ThisweekweinterviewedwithaprofessionalmarketingconsultantatSmartyAds_IrinaKovalenko.Withoverfiveyearsofexperienceinprogrammaticonherresume,Irinaagreedtoshareherthoughtsonwhatittakestobuildasuccessfulcompanyintheadtechindustry.Inadditiontothat,wediscussedthestorybehindSmartyAds,thecompanyvalues,andthecorecomponentofeverybusinesssuccess_theteam.?

WhatdoesSmartyAdsdoandwhatservicesdoyouoffertoyourcustomers

SmartyAdsisaglobalprogrammaticadvertisingcompany.In8+yearsithasbuiltanentirestackofadtechsolutionsformedia-buying,mediaselling,andsettingwhite-labelplatforms(forenterprisesthatstrivetostartandraisetheirownindependentadtechplatforms).Atthemoment,SmartyAdssolutionsarerepresentedbyDSP,SSP,Adexchange,andwhitelabelDSPandSSP.

RTB,header-bidding,proprietarybid,andCTRoptimizationalgorithms,innovativeformats,inventoryauthorizationstandards_itisonlyapartiallistoftechnologicaladvancementsthatSmartyAdsimplementstomagnifyadvertisingoutcomesforitsclients.?

Whatisprogrammaticadvertising,howdoesitworkandwhatarethebenefits

Programmaticsoundscomplicated,I?mnotsayingthatitisn?t.Ifyou?reunfamiliarwiththeindustry_itmayseemquiteoverwhelming.However,programmaticwasinitiallycreatedtoautomateandsimplifytheprocessofmediabuyingandmediaselling.Inotherwords,toliberateadvertisersandpublishersfromroutinesthatconsumetremendousamountsoftime_searchingfortherightpartner,negotiatingandschedulingadplacements,pricecalculation,transactions.Programmaticsystemsareautomated_withsmartMLandAIalgorithmsattheircoretheydecidewhotoshowadsandhowmuchtopayforservingadsonthisorthattypeofinventory.?

Let?slookfromanadvertiser?sperspective.YourtargetaudienceisEnglish-speakingMillennialswhousemobilephonesandliveinacertainarea.Youdon?twanttowastetheadbudgetonshowingadstoeveryonebecauseonlyimpressionstopeoplewhoneedyourproductwillconvert.BysettingtargetingoptionsonDSP(geo,language,traffictype,OS,etc.)youwillinstructthesystemwhotoservetheadsto.Inthesameway,youcanconfigurethebudgetspendanddistribution.Meanwhile,SSPs(publisher?splatforms)willsendarequestwithinformationabouttheuserwhoopenedthewebsiteorapp(cookies).TheDSPwillautomaticallycomparetherequestinformationwithadcampaigncriteria.Thenitwilldecidewhetherit?sworthbiddingonthisimpression.Ifyes,DSPbidsinthereal-timeauction,thehighestbidwins,andtheadofthewinnergetsservedtotherightuser.?

WhoisthetargetmarketforSmartyAds

SolutionsofSmartyAdsarecreatedformediabuyers(advertisers,adagencies,brands,independentmediabuyers)mediasellers(publishers,developers),andenterprisesthatstrivetosecuretheirownadtechsolutionsbasedonwhite-labeltechnology.DSPisaplatformthatautomatesandoptimizesadbuyingprocessesformediabuyers.WithSSPmediasellersautomateinventorymonetizationandreceiveanopportunitytoaccesstheglobalpoolofadvertisers.Enterprisesthatstrivetocreatetheirownindependentadvertisingsolutionsuseourwhite-labeladvertisingtechnology.Buildingself-brandedadtechsolutionsbasedonourprebuiltwhite-labelcorerequiresmuchlesslaborandtime,thiswaycompaniessaveresourcesandentertheadtechmarketmuchfaster.?

Asacompany,youhavefourvalues:brandsafety,transparencyanddataresponsibility,innovationandleadership,andapeople-basedapproach.Howdotheseplayoutpracticallywhenworkingwithyourcustomers

Ithinkthatapeople-basedapproachisthecoreofourcompany?ssuccess.Howdoesitplayoutpractically?Icansayitisevidentinthewayweworkwithourcustomers.Weprovidethemwithconsultations,support,andcustomercare.Westaywithourclientsandassistthemateverytouchpointoftheirjourney_fromthelaunchtooptimizationandanalysis.?

Brandsafety,transparency,anddataresponsibilityarealsoparamount,especiallyforsuchindustriesasprogrammatic.Weadheretoallestablishedsafetyandtransparencystandards_connecttotheleadingtrafficsafetyscannersandmonitorqualitymanually.WecomplywithinternationalprivacyregulationsincludingCCPA,GDPR,COPPA,etc.,andwealsokeepdataprotectedonbothoperationalandorganizationallevels.?

Innovationandleadershiparesomeofthemostimportantvaluesthatwerealwaysinthecompany?sDNA.Thismeanswealwaystrytobeearlyadoptersofbreakthroughadvertisingtechnologies.Aswell,wedevelopourownproprietaryandinnovativeadvertisingoptimizationmechanismssuchasclickbooster,optimizationrules,adaptiveCPM.Byincorporatingthemintoourplatformsweensurethatourcustomersaccessallpossiblefunctionalitiesforraisingmemorableandeffectiveadvertisingcampaigns.?

Whatmakesyoustandoutfromothercompetitorsintheindustry

Full-stackinfrastructurecoupledwithexpertiseinprogrammatic.We?vebeendevelopingadtechsolutionssince2013,andcontinuouslygrowingourprogrammaticexperiencewhileraisingthebarofourexpertise.Weareamongthepioneerswhocreatedtheinfrastructurefortheirownadtechstack.Knowingadtechinsideout,wecouldeventuallyoffercompaniesourownwhite-labeltechnologicalcorethattheycouldusetobuildtheirself-brandedsolutions.Withthiswhitelabelsolutionsaremorethanquick,effortless,andcustomadtechplatformdeployment.Suchservicerepresentstheeasiestwaytoenterandadapttothenewprogrammaticmarkets.Ourclientsreceivecomprehensiveonboardingandall-encompassingsupportandtraining,asaresult,theirsolutionspayoffmuchfasterthanplatformsbuiltfromscratch.

We?vealwayshadamissiontocreateadvertisingplatformsthatwouldkeepourclientshappyandsatisfiedwiththeadvertisingoutcomestheyobtain.Whatmakesthemstandoutonthemarketistheyarecreatedwithacustomerinmind_theinterfacesandfunctionalityaredesignedsothatsettingupadvertising,fittingittoyourneeds,andkeepingitalleffectiveiseasy.Ourmissionistomakeprogrammaticsimple.Wewanteverycustomertoreachtheutmostproductivitywhilespendingtheleastpossibletimeonacampaignsetupandmanagement.?

Ifyoualreadyusetheprogrammaticplatform,andyouthinkthatyourSSPorDSPisprettysimpleandstraightforward,thisisagoodsignbecausethat?showthingsshouldbeandthat?sthekindoftechnologywecreate.Programmaticisnotapieceofcake,butwemakeuser-friendlysystemsthatmakeadvertisingaffordableandeasyenoughforeveryone.?

WhatelsecanyoutellusaboutSmartyAds

Thelastcoupleofyearswereturbulentbecauseoflockdown,however,thecompanyonlygrewstrongerallyingwithnewpartnerssuchasOpera,Xiaomi,andMeitu.We?vemademanyvaluableconnections.Verysoonourpartnershipnetworkwillbeextendedevenmoreaswearecurrentlynegotiatingcollaborationswithnewglobalpartners.?

Duringthelastcoupleofyears,we?vealsorealizedweneededtokeepcommunicationwithclientsonasupereffectivelevelinordertostandout.Thus,wecreatedanunmatchingandhighlycompetitiveteamofemployees.Everythingstartedoffwithanaccountmanager,whotrainednewcomerswhenourteamstartedtoexpandexponentially.Newideasandinitiativesoftheteammembershelpedthecompanytoexpandandreachsuccess.?

Wehaveourowninternalprogrammaticexpertise,whichalsoenabledouremployeestograspin-depthspecificsofthebusiness.Now,wesharethesevaluableinsightswithourclients.Weprovideourtechnologiestohelpothercompaniesdeveloptheirownsolutions.Lastbutnotleast,wehelpnewadtechbusinessesincreasetheirowncompetencebyselectingandoutsourcingthebestadtechprofessionalsspecificallyfortheirneeds.Accountmanagers,adops,andcustomersupportemployeesallthesepeopletogethercontributetotheseamless,stable,andsuccessfulworkoftheclient?ssolution.Suchaservicingteamcreatesanextralayerofcustomercarethatsignificantlyelevatestheclassofserviceandquicklypaysoff.?

Withourhelpcompaniesoutsourcenarrownicheandrareadtechprofessionalsthatarerareonthelabormarket.Onourside,wedoallthatittakestocorrectlyevaluateandtestemployees,providethemwithnecessaryonboarding,education,andworkingconditions.Assoonaswegetapprovalfromtheclient,theemployeecollaborateswiththerestoftheclient?steamremotelywhileweorganizepayrolls,equipment,taxesfreeingtheclientfromlabor-relatedwork.?

Thelockdownalsobroughtanoutstandingopportunitytotune-upbettertoourcustomers?needs.Byanalyzingcustomerfeedbackandtestimonials,wehadtheopportunitytopinpointthefuturedevelopmentroadmapforourtechnologies.Forinstance,werecentlyrolledoutanAdaptiveCPMfeatureonDSPthathelpsadvertiserstobuyadsatthemostoptimalprice.ACreativeAutoResizefeature,thatwillbereleasedsoon,willautomaticallyadjustthecreativetotherequiredsize,soadvertiserswillserveanadonthebroaderpoolofinventory.?

Thus,whenthepandemicends,wehopetobeinaverydifferentplace.Wetakethistimeasachancetostayclosertoourcustomersaswelistentotheirsuggestionsandmodernizeourplatformsaccordingtotheirneeds.Wewillkeepbeingadaptableandattentivetowhatourcustomershavetosay_becausethisapproachguaranteeslongevityandsustainabilityforanybusinessintheseturbulenttimes.

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