Mediasmart

What Mediasmart does

Mediasmart (legal entity Affle Iberia, S.L.) is a Madrid-headquartered programmatic demand-side platform operating as a wholly-owned subsidiary of Affle 3i Limited, a publicly listed mobile advertising group. The company runs the BSmart unified programmatic platform, which orchestrates omnichannel campaigns across Connected TV (CTV), Mobile, Digital Out-of-Home (DOOH), and programmatic Display, processing 54+ billion bid offers per day in 150+ countries. Its product surface is organized around five core solutions — Connected TV Sync (cross-screen household attribution), Drive to Store with Incrementality (privacy-compliant location-based footfall measurement built on 17+ million mapped Points of Interest), DOOH with Audience Sync (synchronizing out-of-home screens with mobile and CTV), Impactful Mobile Ads (programmatic mobile at scale), and Scalable Omnichannel Targeting (multi-channel orchestration) — plus add-on modules such as Forecaster, Health Status, Deal Monitor, CTV Web Sync, and Creative Studio.

Underlying the platform is a proprietary technology stack including the granted US patent US12354134B2 (and patent-pending counterpart) for 'Maximize User Awareness' — a method for prioritizing impressions based on likelihood of user interaction — alongside CTV Household Sync and CTV Web Sync for cross-device attribution. The platform integrates with 50+ supply (Google AdX, Magnite, PubMatic, InMobi, Equativ, OpenX, Index Exchange, LoopMe, Nexxen, AudienceXpress), measurement (Nielsen, Moat, IAS), attribution (AppsFlyer, Adjust, Branch, Kochava), identity (LiveRamp), and DOOH (Vistar, VIOOH, Broadsign, Hivestack) partners, with infrastructure hosted on AWS and reporting into Google BigQuery. Compliance posture covers GDPR via IAB Europe TCF (ID 193), COPPA, and EU TTPA.

The business model combines three revenue streams: advertising (platform fees and take-rate on programmatic media buys), subscription/recurring (self-serve console access via console.mediasmart.io on pay-as-you-go), managed services (enterprise clients on multi-year contracts with custom pricing), and licensing/royalties (white-label API access for partners). Customers span advertisers and brands, agencies, trading desks, and partners/resellers, with named enterprise case studies including Spotify (CTV Household Sync campaign) and KFC (drive-to-store location targeting). Go-to-market is hybrid: product-led self-serve signup, enterprise field sales for managed solutions, and an OEM/embedded white-label API channel. The company has accumulated a steady stream of industry recognition, including six MMA Smarties India 2022 awards, four e4m Programmatic Awards 2022, Best Use of Programmatic Advertising at Indian Digital Awards 2023, Silver at DigiPlus Fest 2023, and G2 Momentum Leader plus High Performer designations across three categories in the 2022–2023 edition.

Name

Mediasmart

Legal name

Affle Iberia, S.L.

Website

https://mediasmart.io

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Mediasmart (Affle Iberia, S.L.) is a Madrid-based programmatic DSP running the BSmart unified omnichannel platform across CTV, mobile, DOOH, and display. It serves advertisers, agencies, trading desks, and white-label partners in 150+ countries via self-serve, managed, and API channels.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Platform

NAICS

Advertising Agencies (54181), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Programmatic Display & Retargeting (DSP) (MPAAACAE)

akta.pro secondary industries

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Programmatic Media Buying & Trading Desks (DV360/TTD, RTB) (MPAAABAB)

Keywords

• Programmatic advertising platform
• Mobile ad buying
• Connected TV advertising
• Digital out-of-home ads
• Ad campaign management

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Programmatic Advertising Platform: Mediasmart operates a programmatic DSP platform where advertisers and agencies manage digital advertising campaigns across CTV, mobile, DOOH, and display channels. Revenue is generated through platform fees and ad spend margins on programmatic media buys.
2. Self-Serve Platform Access: Platform access with self-serve options where users manage their own campaigns, with pricing based on usage and campaign spend.
3. Managed Solutions: Dedicated support and campaign management for clients requiring hands-on assistance, with custom pricing arrangements.
4. White-Label API Licensing: API access for partners and agencies to embed mediasmart's programmatic capabilities into their own platforms, generating licensing and integration fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mediasmart operates a self-serve programmatic advertising platform (branded bSmart) that enables advertisers, agencies, and trading desks to plan, activate, and measure omnichannel campaigns across mobile, Connected TV (CTV), digital out-of-home (DOOH), and display. The company combines proprietary CTV sync, drive-to-store incrementality measurement, and audience-targeting tools with white-label API access for partners and resellers operating in over 150 countries.

Product overview

Mediasmart is a unified programmatic advertising platform (BSmart) that offers five core products: Connected TV Sync for cross-screen household synchronization, Drive to Store with Incrementality for location-based footfall measurement, DOOH with Audience Sync for digital out-of-home advertising, Impactful Mobile Ads for programmatic mobile reach, and Scalable Omnichannel Targeting for integrated multi-channel campaign management. The platform operates on a self-serve, managed-service, or API-access model. Supporting modules include the Forecaster for predictive campaign planning, Health Status for real-time performance monitoring, Deal Monitor for programmatic troubleshooting, CTV Web Sync for cross-screen attribution, and Creative Studio for ad design. The platform processes over 54 billion bid offers daily across 150+ countries, offering white-label API access for partners.

Differentiator

Problem solved

Functional benefit

Products and services

• bSmart Platform

Quantifiable outcome

• 1.5+ trillion bid offers processed per month globally
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration47 records

AI capability9 records

Feature8 records

Partnerships

20 partnerships are on record, tiered core.

• AudienceXpresscoreTechnology or IntegrationIntegrated supply partner providing unparalleled reach for global mobile inventory through programmatic integrations.
• EquativcoreTechnology or IntegrationSupply partner for programmatic mobile inventory and audience targeting capabilities.
• Google AdXcoreTechnology or IntegrationProgrammatic exchange providing access to Google's mobile and display inventory.
• MagnitecoreTechnology or IntegrationSSP partner including Magnite SpringServe for premium CTV inventory from top publishers like Samsung TV Plus, Pluto TV, Disney+, and Discovery+.
• InMobicoreTechnology or IntegrationSupply partner for mobile inventory and programmatic advertising capabilities.
• PubMaticcoreTechnology or IntegrationProgrammatic supply partner providing access to premium mobile and display inventory.
• NielsencoreTechnology or IntegrationAudience insights and media measurement partner for campaign performance analytics.
• AdjustcoreTechnology or IntegrationMobile measurement and analytics platform for tracking app performance and campaign attribution.
• AppsFlyercoreTechnology or IntegrationMobile attribution and marketing analytics platform for measuring user acquisition and campaign performance.
• BranchcoreTechnology or IntegrationDeep linking and attribution provider enabling measurement across devices and platforms.
• KochavacoreTechnology or IntegrationReal-time data and measurement platform for mobile and connected devices attribution and analytics.
• GeoedgecoreTechnology or IntegrationBrand safety and ad quality protection partner ensuring fraud prevention.
• IAB EuropecoreTechnology or IntegrationIndustry association membership. Mediasmart participates in IAB Europe Transparency & Consent Framework (ID: 193) for GDPR compliance.
• NexxencoreTechnology or IntegrationPartner enabling access to additional CTV inventory and ACR data for enhanced planning and measurement.
• InnovidcoreTechnology or IntegrationCTV measurement and creative optimization partner for connected TV advertising.
• AdSquarecoreTechnology or IntegrationMobile data exchange working as a data provider for customer targeting.
• DigisegcoreTechnology or IntegrationAudience targeting and location intelligence provider that segments and enriches data for advertising campaigns.
• LiverampcoreTechnology or IntegrationIdentity platform leveraged by brands and partners for people-based marketing.
• NEXDcoreTechnology or IntegrationInteractive ad technology platform creating and delivering rich media ad formats.
• Moat by Oracle Data CloudcoreTechnology or IntegrationViewability and attention measurement partner for ad verification.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• The Trade Desk: The leading independent omnichannel DSP, operating a self-serve platform across CTV, mobile, DOOH, and display with similar self-serve/managed-service motion and comparable cross-screen measurement positioning.
• MediaMath: Independent omnichannel DSP offering programmatic buying across CTV, mobile, display, and audio. Most directly comparable independent peer in terms of platform breadth and self-serve model.
• Adform: European-headquartered independent programmatic platform with DSP, DMP, and creative tools across CTV, DOOH, display, and mobile. Comparable in geographic positioning, omnichannel scope, and mid-market focus.
• Smart AdServer: Independent ad serving and programmatic platform with strong European heritage, offering a DSP, ad server, and SSP across display, video, CTV, and audio. Closely aligned in mid-market positioning and self-serve model.
• Viant: Independent DSP (formerly Adelphic) offering programmatic omnichannel buying with a self-serve platform model and people-based identity. Comparable in independent-DSP positioning and mid-market focus.

Broad incumbents

• Google Display & Video 360: Google's enterprise DSP integrated with Google AdX, YouTube, and Connected TV inventory. Competes for the same advertiser and agency budgets as Mediasmart but with native demand, owned inventory, and massive R&D resources.
• Amazon DSP: Amazon's programmatic DSP offering cross-channel reach with privileged access to Amazon shopper audiences and IMDb/Twitch inventory. Directly competes in omnichannel programmatic buying where Mediasmart operates.
• Yahoo Ad Tech: Yahoo's programmatic ad tech stack (formerly Verizon Media, formerly Oath) including a DSP and native supply. Operates broadly in the same omnichannel programmatic space as Mediasmart but at significantly larger scale.
• Xandr (Microsoft): Microsoft-owned programmatic platform (formerly AppNexus) offering a DSP and curated supply across CTV and digital. Competes in the same omnichannel programmatic category with deeper parent-company resources.

Emerging players

• Hivestack: Independent DOOH-focused programmatic platform that Mediasmart integrates with as a supply partner. Represents the closest pure-play competitor in the DOOH-with-audience-sync capability Mediasmart promotes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights3 records

Customer concentration

• Xx.com/mediasmartio

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mediasmart