Paris, November 18, 2021. Smart, the independent ad monetization platform, has become a major player in the global adtech industry over the last 20 years. The desire to promote a healthier, more transparent industry in terms of data collection, management, and sharing led Smart to ask Little Syster to audit its entire organization and its data practices. Following this audit, Smart received the “Little Syster Score” that recognized its commitment to offer its customers a more transparent approach to data privacy and security. 

With the objective of fostering a responsible and value-driven digital ecosystem, Little Syster assesses the democratic, social, and environmental impact of a company’s usage of users’ personal data. Little Syster audited and accompanied Smart in its considerations on how to contribute to the development of a more ethical digital advertising market, based on 4 main criteria:

  • Transparency of information about Smart’s privacy practices
  • Storage and use of personal data collected
  • The security of personal data, not only for storage but also for use
  • Company policy for choosing technological partners

After having audited all of Smart’s processes and solutions concerning these 4 criteria, Little Syster recognized the virtues of the operational and technical procedures, as well as the means implemented by Smart to guarantee its customers a respectful use of their data. This aims to ensure that all digital advertising operations are ethical.

“Privacy and protection of our customers’ personal data, as well as transparency within the value chain, are a strategic priority for Smart,” explains Adrien Thil – Chief Privacy Officer at Smart, “We are very pleased that Little Syster recognizes our excellence in this area: the score obtained guarantees our customers and partners the highest level of security in the adtech field and contributes to our desire to promote a more transparent and regulated industry.”

“By committing to an audit and transparency process with Little Syster, Smart is one of the pioneers of adtech in terms of digital responsibility” comments Matthieu Daguenet – CEO at Little Syster. “The B grade demonstrates the efforts made by Smart and the implementation of concrete actions.”

About Little Syster

Little Syster is a leading digital trust index. Through a rating system ranging from A to E, the “Little Syster Score” helps people select more transparent and ethical digital providers. In addition, Little Syster highlights ethical providers to help them become more recognizable by users.

Created in August 2020, Little Syster provides an application that allows users to check the quality of a digital provider’s practices in terms of respect for personal data. In addition, Little Syster accompanies providers to help promote a more responsible and value-driven digital ecosystem. Since June 2021, Little Syster has been included in the first France Digital/Bpi France Le Hub map of startups with a positive impact on society, the environment, and the economy. More information on

About Smart

Smart is the leading independent adtech platform built to serve the interests of both buyers and publishers. Smart’s fully transparent platform and shared-interest business approach enables brands and premium publishers to get their fair share of ad value at every opportunity, on their terms. Brands can achieve greater efficiency through their advertising spend, and publishers can act with certainty and have the control they need to provide the right blend of transaction models, channels, formats, and audience data to deliver true value path optimization to brands.

Smart works directly with hundreds of buyers and more than 1,000 publishers worldwide including Meredith, Insider, The Guardian, Cafe Media, Groupe Marie Claire, Le Figaro, Altice, and PlutoTV to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. The company operates 12 offices worldwide and leads the charge in building a transparent ecosystem based on quality.