Smadex
Smadex is an AI-powered mobile-focused Demand-Side Platform that runs programmatic user acquisition, Connected TV, and retargeting campaigns for global app developers, gaming studios, and subscription service companies. It operates as a subsidiary of Entravision Communications.
- Company typePrivate
- Founded2011
- HeadquartersBarcelona, Spain
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Smadex does
Smadex is an AI-powered Demand-Side Platform (DSP) headquartered in Barcelona, Spain, operating as a wholly-owned subsidiary of Entravision Communications Corporation (NYSE: ETV). The company provides programmatic advertising services across three primary channels — mobile user acquisition, Connected TV (CTV), and app retargeting — using real-time bidding to purchase inventory from third-party supply-side platforms. Its core product, the Smadex DSP, is built on proprietary machine learning models trained on first-party data and contextual signals to optimize targeting, bidding, and creative delivery for app developers, gaming studios, CTV advertisers, and subscription service providers globally. Adjacent modules include Creative Studio (AI-assisted creative testing and analysis), Performance & Transparency (real-time reporting and inventory verification), SKAN-Ready (Apple SKAdNetwork-compliant attribution), Brand Awareness, and Mobile Subscription Services via Direct Carrier Billing.
The platform is accessible via both managed service (dedicated account teams, full-service trading on Open and Private Market Places) and a self-service interface (password-protected login). Revenue is generated primarily through programmatic advertising fees structured around CPM and performance metrics defined in per-campaign Insertion Orders, with a secondary stream from mobile subscription services. Smadex integrates with all major Mobile Measurement Partners (AppsFlyer, Adjust, Singular, Branch, Kochava) for attribution and with brand safety and fraud detection providers (IAS, MOAT, DoubleVerify, Udger), enabling end-to-end campaign verification across Open Market Place and PMP trading. Distribution is sales-led enterprise with a "Request a Demo" conversion CTA, supported by case-study content marketing, industry events, and partner co-marketing.
Customer evidence indicates a roster of named enterprise clients including King (Candy Crush), Voodoo, Bandai Namco Mobile, MPL, Papaya, TextNow, Jackpocket, talabat, Jobber, Exness, and 33m2. The company reports measurable outcomes for these customers (e.g., 8% CPI improvement, 35% install boost, 50% IPM increase, 15x conversion uplift) and has been recognized in the AppsFlyer Performance Index 2025 in both Gaming and Non-Gaming categories. Compliance posture includes ISO/IEC 27001:2022 certification, GDPR and CCPA compliance, and IAB TCF v2.2 participation. Founded in 2011 with 101–250 employees, Smadex has historically operated with minimal external funding (cumulative ~$1.1M raised across 2012–2013) and appears to have been funded primarily through its parent's balance sheet.
Smadex firmographics
Firmographics- Name
- Smadex
- Legal name
- SMADEX, S.L.U.
- Website
- https://smadex.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Smadex is an AI-powered mobile-focused Demand-Side Platform that runs programmatic user acquisition, Connected TV, and retargeting campaigns for global app developers, gaming studios, and subscription service companies. It operates as a subsidiary of Entravision Communications.
- Ownership category
- akta.pro rank
Smadex industry classification
Industry- Product category
- Programmatic Mobile Advertising Platform
- NAICS
- Media Buying Agencies (54183), Advertising Agencies (541810)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Demand-Side Platforms (DSP) (BPAMALAB)
- akta.pro secondary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where Smadex is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Smadex business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Advertising Services (DSP Fees): Smadex operates as a Demand-Side Platform (DSP), earning revenue by charging advertisers fees for managing their digital advertising campaigns across mobile, CTV, and retargeting channels. The platform purchases ad inventory programmatically via real-time bidding from third-party supply-side platforms. Pricing is based on campaign budgets and fees as specified in Insertion Orders (IOs), typically structured around CPM (Cost Per Mille) and performance metrics.
- Mobile Subscription Services via Direct Carrier Billing: Smadex provides mobile subscription services that simplify content access via Direct Carrier Billing, enabling quality content distribution with global reach and trusted partnerships.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Smadex product offering
Product offeringCore offering
Smadex is an AI-powered Demand-Side Platform (DSP) that enables app developers, gaming studios, and brands to run programmatic advertising campaigns for mobile user acquisition, Connected TV (CTV), and retargeting. The platform leverages proprietary machine learning models fueled by contextual signals and first-party data to optimize audience targeting, bidding, and creative performance across mobile and CTV inventory via real-time bidding.
Product overview
Smadex is an AI-powered Demand-Side Platform (DSP) offering a unified solution for mobile user acquisition, Connected TV (CTV) advertising, and retargeting campaigns. The platform operates on a single architecture combining the core DSP engine with integrated modules including Creative Studio for AI-driven creative optimization, Performance & Transparency for real-time reporting and brand safety, SKAN-Ready for Apple privacy-compliant attribution, Mobile Subscription Services for direct carrier billing solutions, and Brand Awareness for upper-funnel campaigns. Clients access the platform via managed service (full-service trading managed by Ad Operations Team) or self-service (password-protected login for campaign management). The platform integrates with major Mobile Measurement Partners (AppsFlyer, Adjust, Singular, Branch, Kochava) for attribution and uses third-party verification tools (Integral Ad Science, MOAT, DoubleVerify) for brand safety and fraud detection.
Differentiator
Problem solved
Functional benefit
Products and services
- Smadex DSP Platform Core AI-powered Demand-Side Platform enabling programmatic advertising buying via real-time bidding across mobile, CTV, and web inventory. Serves app developers, gaming studios, CTV advertisers, and subscription service providers globally through both managed service and self-service access models.
- Mobile User Acquisition & Retargeting Solution for acquiring new app users and re-engaging existing users through AI-powered programmatic targeting and optimization. Designed for app developers and gaming studios seeking to scale user bases cost-effectively and drive engagement through retargeting campaigns.
- Connected TV (CTV) Advertising Connected TV advertising solution bringing mobile performance discipline (precision targeting, automation, AI optimization) to CTV inventory. Enables upper-funnel awareness and bottom-funnel conversion campaigns across CTV devices for brands and app developers.
- Mobile Subscription Services Solution for content providers and app developers offering mobile subscription services that require simplified content access via Direct Carrier Billing, leveraging global reach and trusted carrier partnerships to reduce payment friction for mobile users.
- Creative Studio Service combining creative team expertise with AI testing technology to maximize ad impact. Performs creative analysis to identify best-performing ad elements within creatives, documented to drive up to 50% IPM improvement and 15x conversion rate increases.
- Brand Awareness Upper-funnel brand awareness solution delivering campaigns across mobile and CTV inventory with brand safety controls, enabling advertisers to reach broad audiences and build awareness at scale.
Quantifiable outcome
- 8% CPI improvement for TextNow's Android campaigns using Smadex's algorithms and video ads (65% of spend)
- +3 more outcomes
Companies that use Smadex
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles3 records
Smadex technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability8 records
Feature8 records
Smadex partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core.
- Latin America (Regional Expansion)coreSmadex officially expanded its operations to Latin America in March 2026, recognizing the immense potential and dynamism in the LatAm digital landscape and bringing its proprietary DSP technology to local apps and businesses.
- AppsFlyercoreAppsFlyer is a mobile measurement partner (MMP) integrated with Smadex's DSP platform, providing attribution, analytics, and performance tracking for mobile app campaigns managed through Smadex.
- AdjustcoreAdjust is a mobile measurement partner (MMP) integrated with Smadex, providing app-to-app analytics, attribution, and fraud prevention capabilities for Smadex's mobile advertising clients.
- SingularcoreSingular is a mobile measurement and analytics platform integrated with Smadex's DSP, enabling unified campaign attribution, ROI measurement, and workflow automation for advertisers.
- BranchcoreBranch is a cross-platform measurement and deep linking platform integrated with Smadex, enabling accurate attribution and personalized user experiences across devices and channels.
- KochavacoreKochava is a mobile measurement partner (MMP) integrated with Smadex's platform, providing independent attribution, audience segmentation, and fraud detection for campaign optimization.
- Integral Ad Science (IAS)coreIAS provides prebid and postbid brand safety verification solutions for Smadex's campaigns. Smadex offers IAS prebidding and postbidding segments for both managed and self-service customers to ensure ads appear in brand-safe environments.
- MOATcoreMOAT provides postbid brand safety and viewability measurement solutions integrated with Smadex, enabling advertisers to verify that campaigns achieve viewable impressions and appear in appropriate environments.
- DoubleVerifycoreDoubleVerify provides brand safety and ad fraud verification tags that Smadex supports for blocking purposes, enhancing campaign quality assurance.
- UdgercoreUdger is integrated with Smadex for fraudulent IP detection, helping to identify and block non-human and fraudulent traffic in programmatic ad campaigns.
- MagnitecoreSmadex partnered with Magnite Springverse for programmatic CTV advertising, integrating with Magnite's CTV supply to enable advertisers to reach audiences on big screens. This integration positioned Magnite as a top supply ranking partner for Smadex.
- AnzucoreSmadex partnered with Anzu to integrate intrinsic in-game advertising with programmatic performance marketing, enabling advertisers to reach players within games in a brand-safe environment.
- Amazon Web Services (AWS)coreAWS serves as Smadex's cloud server provider (hosting of platform) and cloud business provider (Google Suite of business apps, email, Drive, Calendar). Physical access control is ensured by AWS for all data centers.
- Entravision Communications CorporationcoreSmadex is a subsidiary of Entravision Communications Corporation, a publicly traded media company. Entravision owns Smadex and provides corporate governance, financial backing, and strategic direction.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Smadex competitors and assessment
Company assessmentDirect peers
- Liftoff: Liftoff is a mobile-first DSP for app user acquisition and CTV, directly competing with Smadex across the same mobile UA, retargeting, and CTV verticals. Both platforms target app developers and gaming studios with AI-driven programmatic buying and similar MMP/brand-safety integration strategies.
- Moloco: Moloco operates a programmatic DSP for mobile app user acquisition and CTV, with a comparable focus on ML-driven performance optimization for app developers. Both platforms serve gaming and non-gaming app advertisers with similar AI bidding and audience targeting capabilities.
- Verve Group: Verve Group is a mobile-first ad-tech platform providing programmatic DSP, SSP, and CTV solutions. It competes directly with Smadex in mobile UA and CTV for app developers and brands, with similar emphasis on location-based targeting and privacy-compliant measurement.
- Remerge: Remerge is a mobile retargeting DSP specializing in app re-engagement campaigns, competing directly with Smadex's retargeting product line. Both serve app developer and gaming clients with programmatic retargeting powered by ML-driven audience segmentation.
- Adikteev: Adikteev is a mobile retargeting and user-acquisition DSP focused on app developers and gaming studios, directly overlapping with Smadex's retargeting and UA offerings. Both platforms emphasize creative optimization and performance-driven programmatic buying.
- Bidstack: Bidstack is an in-game advertising platform that recently partnered with Smadex via Anzu integration to bring intrinsic in-game ads to programmatic. Both target gaming advertisers and intersect in the mobile/CTV gaming ad-tech stack.
- Chartboost: Chartboost is a mobile gaming ad network and programmatic platform historically focused on mobile gaming UA and mediation. It overlaps with Smadex's gaming app developer customer base and ad-tech positioning.
Broad incumbents
- AppLovin: AppLovin operates AXON, a major mobile UA and CTV DSP that competes head-to-head with Smadex for gaming and app developer budgets. As a much larger, publicly-traded ad-tech platform with deeper supply and bigger R&D budget, AppLovin is a broad incumbent in the same DSP category Smadex operates in.
- The Trade Desk: The Trade Desk is the largest independent DSP, offering programmatic buying across display, mobile, CTV, video, and audio. While it operates at much greater scale and broader scope than Smadex, it is a direct competitor for CTV and mobile UA budgets from large app developers and brands.
- Digital Turbine: Digital Turbine is a mobile media and UA platform offering app install and re-engagement solutions via its DSP-like Ignite platform. As a publicly-traded company with broader mobile media capabilities, it competes with Smadex for app developer and brand budgets while also operating media and distribution services outside Smadex's scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Smadex social profiles
Digital presenceSmadex compliance and trust
Trust signalCompliance4 records
Smadex financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smadex leadership team
Management profileNumber of profiles
Profiles6 records
Smadex funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smadex M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smadex
What does Smadex do?
Smadex is an AI-powered Demand-Side Platform (DSP) that enables app developers, gaming studios, and brands to run programmatic advertising campaigns for mobile user acquisition, Connected TV (CTV), and retargeting. The platform leverages proprietary machine learning models fueled by contextual signals and first-party data to optimize audience targeting, bidding, and creative performance across mobile and CTV inventory via real-time bidding.
Is Smadex a public or private company?
Smadex is a private company. It is classified as corporate owned and is currently operating.
When was Smadex founded?
Smadex was founded in 2011. It employs 101 to 250 people.
Where is Smadex based?
Smadex is headquartered in Barcelona, Spain, in the Europe region.
How does Smadex make money?
Two revenue lines are on record. Programmatic Advertising Services (DSP Fees) is the primary driver. The others are mobile Subscription Services via Direct Carrier Billing.
Who are Smadex's main competitors?
Direct peers on record are Liftoff, Moloco, Verve Group, Remerge, Adikteev, Bidstack and Chartboost. Broad incumbents are AppLovin, The Trade Desk and Digital Turbine.
Does Smadex have an API?
No public API is recorded for Smadex.
What industry is Smadex in?
Smadex's product category is Programmatic Mobile Advertising Platform. Its primary akta.pro industry code is BPAMALAB, Demand-Side Platforms (DSP), with a secondary code of MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 54183 and its SIC code is 7310.