PARIS — December 3rd, 2018 — Smart, the independent ad monetization platform, has been ranked first in terms of mobile web inventory coverage according to a global ads.txt scan, a monitoring tool developed by French publisher, mind Media. Smart also topped the list among French industry players present in ads.txt files from 827 websites worldwide. mind Media’s ads.txt monitoring tool, currently in its beta phase, aims to provide precise and transparent mapping of programmatic adtech providers on the sell-side, including supply-side platforms and ad exchanges.

The monitoring tool includes a crawler which automatically imports ads.txt files on a daily basis from 827 websites operated by 368 publishers across nine of the largest advertising markets. In total, 124 publisher sites were crawled in France, 76 in the United States, 37 in the United Kingdom, 23 in Germany, 44 in Italy, 22 in Spain, 12 in Portugal, 15 in Belgium and 13 in the Netherlands. Based on a list of top 10 global vendors with ads.txt-compliant French mobile inventory, Smart came in top position with 67.8%,  followed by German adtech firm Fyber, with 47.9%, and US supply-side platform, Smaato with 33.9% (Source: mind Media).

According to the ads.txt scan, Smart ranks among the top 5 sell-side platforms and ad exchanges which work directly with more than half of the leading French publishers in the market, including GMC Media, Altice Media Publicité, Next Régie, Groupe Aufeminin and France Médias Monde. (Source: mind Media)

Romain Job, Smart’s Chief Strategy Officer said, “2019 will see a different phase of market rationalization as agencies and buyers continue to focus their relationship with fewer SSPs. Smart has strong coverage of unique premium publishers and is one of the few exchanges that count globally. mind Media’s ads.txt scan results only highlights Smart’s firm standing as we make it a point to only aggregate quality inventory directly for buyers, on desktop and on mobile. Our ongoing commitment to transparency and unique offering for demand partners further enhance Smart’s positioning in the value chain.”

Smart has been a strong proponent of the ads.txt initiative since its launch. In October 2017, the company announced it was the first supply partner to implement 100 percent ads.txt compliance, with a policy which presents bid requests to demand partners exclusively from ads.txt compliant publishers.

“At Smart, we have a strong desire to provide a transparent, high-quality marketplace for our clients. The positive results from mind Media’s ads.txt scan not only affirms our stringent quality process and advocacy efforts but reflects our readiness for the next phase in the in-app environment where we will be applying the same rigour in our approach,” said Grégory Jamet, Chief Quality Officer, Smart.

“In addition to helping publishers combat ad fraud, ads.txt is a valuable tool to achieve market transparency. Conducting analysis with the right tools, it facilitates better understanding of relationships between various industry players and comparisons on the reach of adtech companies,” says Aymeric Marolleau, journalist, mind Media.

Launched by the IAB Tech Lab in May 2017 with the aim of making programmatic advertising more transparent, ads.txt is a text file on publishers’ sites that lists all the vendors that are authorized to sell their inventory. It is a solution to combat domain spoofing by letting publishers identify and broadcast their authorized sellers.

About Smart

Smart is a fully transparent ad monetization platform built for premium publishers to serve demanding buyers. Our unique holistic and flexible approach gives full control back to publishers by driving performance and value of their loyal audience. Demand and data agnostic, Smart empowers publishers to maximize yield through all sales channels, ad products, and screens. Smart works directly with more than 1,000 publishers worldwide including TracFone, Le Monde and Wine Enthusiast to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. Ranked on the Deloitte Technology Fast 500 EMEA, with 11 offices and 215 employees worldwide, Smart leads the charge in building a transparent ecosystem based on quality. Smart is a “GDPR ready” company as certified by independent data protection specialist, ePrivacy GmbH.


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