• by Ben Frederick  @mp_benfred, July 26, 2016

Smaato, a mobile ad platform, announced some expansions of its demand-side platform (DSP) capabilities today, with a new demand platform that allows partners to optimize their mobile ad traffic. The Smaato Demand Platform (SDX) is designed to reduce operational waste for demand partners across mobile ad campaigns.

Partners can utilize targeting and QPS (query per second) throttling tools that give them granular control over what kind of traffic they receive. Beyond country-level targeting, inventory can be ramped up based on ad format, device type, connection type and in-app versus mobile Web. They will also be able to filter out or target publishers based on previous campaign performance.

“We carefully considered the pain points of our demand partners and believe that SDX is an important step toward giving our partners control over the traffic they receive to target the premium mobile inventory most relevant to their campaigns,” stated Ragnar Kruse, CEO and co-founder of Smaato.

Adelphic, an advertising platform that had early access to SDX, reported a 20% increase in their month-over-month mobile ad spending in a statement.

Smaato also operates on the supply side of the programmatic market, with a supply-side platform available to publishers.

Pending approval, Smaato is going to be bought by Spearhead Integrated Marketing Communications Group, a Beijing-based offline marketing service provider for $148 million at some point in the near future.