HomeNewsVertica and Smaato partner on mobile marketing ROI via real-time data analytics

    Vertica and Smaato partner on mobile marketing ROI via real-time data analytics


    Smaato, a mobile advertising optimizer with a presence in Europe, has selected the Vertica Analytics Platform as its predictive analytics infrastructure. The Vertica Analytics Platform enables Smaato to analyse data in real-time and optimize mobile advertising revenues across its client base.

    The agreement is said to highlight Vertica’s European growth and commitment to delivering real- time predictive analytics globally to a wide range of industry sectors, including advertising, e-commerce, telecommunications, financial services, energy, healthcare, gaming and web 2.0.

    Smaato is a mobile advertising company that operates the mobile ad optimisation platform called SOMA – Smaato Open Mobile Advertising. Smaato partners with mobile publishers, app developers, ad networks and operators to maximise mobile advertising ARPU (average revenue per user). The Vertica Analytics Platform provides the real-time performance and scalability that Smaato says it needs to support the growing mobile advertising market, by delivering real-time analysis of advertising reach and effectiveness for its advertising and publishing partners.

    “2010  was  the year that mobile advertising really took off, as evidenced by Smaato’s  explosive growth throughout the last year,” said Marc Junker, CIO & CTO at Smaato. “To handle the amount of ad requests and optimise clients’ traffic, our team needed a solution that could load and analyze data, as well as provide detailed dashboard views exceptionally fast. Since we’ve implemented Vertica, we have been able to increase the response time of the dashboard output significantly, driving real benefits across our global client base.”

    “Smaato is pioneering an exciting industry space, and its rapidly expanding customer base and recent funding are evidence of this,” said Christopher Lynch, President and CEO at Vertica Systems. “This is exactly the kind of information-critical business that Vertica was built to support. We look forward to supporting Smaato and its clients, making the mobile advertising market a lucrative one.”

    Smaato  – the Mobile Ad Cloud – hosts all of its servers and infrastructure on the cloud-based Amazon Web Service (AWS),  providing flexibility and elasticity in deploying their analytics infrastructure.

    “The common thread among our customers is their ability to turn massive amounts of data into actionable information in near real-time,” said Scott Howser, Vertica’s VP of Product Marketing. “In today’s economy, information is king and Vertica is uniquely positioned to deliver the next-generation analytics infrastructure.”