Smaato Agency
Mobile attention lives inside apps — that's where people actually spend their phone time. Smaato is a mobile and in-app advertising platform built to reach users there, and managed well, it turns that in-app reach into real outcomes.
Reaching users inside apps
Smaato is a mobile and in-app advertising platform — technology for reaching users with ads inside mobile apps, across the in-app inventory where people spend their phone time. Being a Smaato agency means managing that platform for a D2C brand to reach mobile users in the app environment: buying in-app advertising programmatically, targeting the right users within apps, and managing that reach toward outcomes. Smaato specializes in the mobile, in-app side of advertising specifically, which is a distinct environment with its own characteristics, rather than being a general platform that happens to touch mobile.
The reason in-app reach matters is where mobile attention actually lives. People spend the large majority of their mobile time inside apps, not on the mobile web — games, social, utilities, content apps are where attention is concentrated on phones. For a brand trying to reach people on mobile, that means in-app is where the audience genuinely is, and reaching them effectively requires advertising built for the in-app environment, which has its own formats, contexts, and dynamics. A platform like Smaato that specializes in mobile and in-app advertising is built for reaching users where their mobile attention is concentrated, in the environment where that attention actually lives, rather than treating mobile as an afterthought to desktop or web.
We manage Smaato for D2C brands to reach mobile users inside apps and turn that reach into outcomes — buying in-app inventory, targeting the right users in the app environment, and managing toward real results. The aim is to capture the value of where mobile attention is concentrated: reaching users effectively in-app, with the targeting and discipline that make the reach perform rather than just accumulate impressions. Because mobile attention lives inside apps, and reaching it well means advertising built for the in-app environment, managed so the reach where the audience actually is becomes results.
What Smaato brings
How we manage Smaato for you
Target where attention is
We start from reaching users where mobile attention lives — inside apps — since that's where the mobile audience genuinely is.
Use the in-app environment
We use Smaato's mobile and in-app specialization, since reaching users in apps requires advertising built for that environment.
Target the right users
We target the right users within apps, so the in-app reach is aimed rather than broad, in the context where attention is concentrated.
Fit the mobile formats
We use formats that fit the in-app environment, since advertising that works on mobile has to suit the context it appears in.
Manage to results
We manage toward outcomes, so the in-app reach produces results rather than just impressions where the audience happens to be.
Mobile attention is in the apps
Where attention is, advertising has to follow — and on mobile, attention is overwhelmingly inside apps. People spend the large majority of their phone time not on the mobile web but within apps: games, social platforms, utilities, content and entertainment apps. This is simply where mobile attention is concentrated, and it's a meaningfully different place from the desktop and web environments that a lot of advertising was originally built around. For a brand trying to reach people on their phones — which is where a great deal of attention now lives overall — the in-app environment isn't a niche; it's the main stage, the place the mobile audience genuinely is.
This is why mobile and in-app advertising is its own discipline, and why a platform specialized for it, like Smaato, exists. Reaching users effectively inside apps isn't the same as reaching them on the web — the in-app environment has its own formats, contexts, and dynamics, and advertising that works there is built for it rather than ported over from elsewhere. A platform built specifically for mobile and in-app advertising is oriented around reaching users where their mobile attention is concentrated, in the environment where it actually lives, with the formats and targeting that environment requires. Treating mobile as an afterthought to desktop, or trying to reach the mobile audience without engaging the in-app environment where it spends its time, leaves most of mobile attention unreached.
But reaching where the attention is only pays off when the reach is managed toward outcomes, because being where the audience is isn't the same as driving results. In-app advertising can deliver enormous reach in the environment where mobile attention lives and still underperform if it's not targeted well and held accountable to what it produces. We manage Smaato for D2C brands to capture the value of in-app reach and convert it into outcomes — reaching users where their mobile attention is concentrated, targeting the right users in the app environment, using formats that fit, and managing toward real results. Because mobile attention lives inside apps, and the value of an in-app platform is realized when the reach where the audience genuinely is gets managed with the discipline to actually perform, rather than just accumulating impressions in the right place.
Reach the attention, manage the outcome
We manage Smaato to reach mobile attention where it actually lives — inside apps — because that's where the mobile audience genuinely is. We use the platform's mobile and in-app specialization to reach users in the app environment, since reaching them effectively there requires advertising built for that environment rather than ported from the web. The point of an in-app platform is engaging the place mobile attention is concentrated, so we manage Smaato to capture exactly that reach, in the games, social, and content apps where people spend their phone time.
We target within the app environment and use formats that fit, because reach in apps only works when it's aimed and suited to the context. We target the right users within apps so the in-app reach is focused rather than broad, and use the formats that fit the in-app environment, since advertising that performs on mobile has to suit where it appears. This is part of using the in-app environment well rather than just buying impressions in it — reaching the right users, in formats that work in the app context where their attention is.
And we manage the reach toward outcomes, because being where the audience is isn't the same as driving results. In-app advertising can deliver huge reach in the environment where mobile attention lives and still underperform without good targeting and accountability, so we manage Smaato toward real results, not just impressions in the right place. The outcome is an in-app program that turns reach where mobile attention is concentrated into actual performance — reaching the audience where it genuinely lives and managing that reach with the discipline to make it deliver, rather than accumulating impressions in the right environment without the results.
Frequently Asked Questions
Smaato is a mobile and in-app advertising platform — technology for reaching users with ads inside mobile apps, across the in-app inventory where people spend their phone time. As a Smaato agency, we manage it for D2C brands to reach mobile users in the app environment: buying in-app advertising programmatically, targeting the right users within apps, and managing that reach toward outcomes. Smaato specializes in the mobile, in-app side of advertising specifically, which is a distinct environment with its own characteristics rather than a general platform that happens to touch mobile.
Because that's where mobile attention actually lives. People spend the large majority of their phone time inside apps — games, social, utilities, content apps — not on the mobile web. For a brand reaching people on mobile, in-app is where the audience genuinely is. Reaching them effectively requires advertising built for the in-app environment, which has its own formats and dynamics. A platform like Smaato specialized in mobile and in-app advertising is built for reaching users where their mobile attention is concentrated, rather than treating mobile as an afterthought.
The in-app environment has its own formats, contexts, and dynamics that differ from the mobile web, so advertising that works in apps is built for that environment rather than ported from the web. People spend most mobile time in apps, not on the mobile web, so in-app is where the audience is concentrated. Reaching users effectively inside apps requires engaging that specific environment with suitable formats and targeting, which is why mobile and in-app advertising is its own discipline and why a specialized platform like Smaato exists for it.
Its specialization. Smaato is built specifically for mobile and in-app advertising, oriented around reaching users where their mobile attention is concentrated, in the in-app environment where it actually lives, with the formats and targeting that environment requires. Rather than being a general platform that happens to touch mobile, it focuses on the in-app side, which is the main stage for mobile attention. That focus is what makes it suited to reaching the mobile audience effectively where it genuinely spends its time, rather than treating mobile as secondary.
Only when it's managed toward outcomes. Being where the mobile audience is — inside apps — is valuable, but reach alone isn't results; in-app advertising can deliver enormous reach and still underperform without good targeting and accountability. So we target the right users within apps, use formats that fit, and manage toward real outcomes, not just impressions in the right place. The in-app reach captures where attention lives, and disciplined management turns that reach into performance rather than just impressions where the audience happens to be.
They're all platforms operating in the mobile and in-app advertising space, reaching users where mobile attention lives — inside apps. They differ in their specific inventory, reach, and characteristics, and some emphasize particular formats or capabilities. The common thread is the in-app environment and the principle that reach there has to be targeted and managed to outcomes to perform. We manage Smaato the way good in-app advertising should be managed on any of these platforms: reaching the right users where their attention is and holding the reach accountable to real results.
It can be a strong fit for D2C brands wanting to reach mobile users where their attention actually lives — inside apps. Since so much attention is on mobile and concentrated in apps, in-app advertising reaches a genuinely important audience, and Smaato's specialization suits brands that want that in-app reach done well. What matters is targeting the right users and managing toward outcomes rather than just buying in-app impressions, which is exactly what we do — turning Smaato's in-app reach into real results for D2C brands.
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150+ D2C brands scaled. $500 Mn+ in tracked revenue. Since 2004.