Brand+ Marketplace (formerly Smaato)
App monetization platforms
Mobile advertising software
Publisher ad server software
Supply side platforms (SSP)
Video advertising software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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What is Brand+ Marketplace (formerly Smaato)
Brand+ Marketplace (formerly Smaato) is a programmatic advertising supply-side platform that helps mobile app publishers and digital publishers sell ad inventory through real-time bidding and direct demand connections. It supports monetization for display, video, and in-app formats, with tools for yield management, reporting, and policy controls. The platform is typically used by publishers and app developers that want to manage multiple demand sources and optimize fill and eCPM across mobile inventory.
Mobile-focused programmatic SSP
The product is designed around mobile app and mobile web inventory, including common in-app ad formats and video. It provides the core SSP workflow for auction-based selling and demand access rather than only a single-network monetization approach. This positioning fits publishers that need programmatic infrastructure beyond basic mediation.
Supports multiple ad formats
Brand+ Marketplace supports display and video advertising use cases, which helps publishers monetize a broader set of placements. Multi-format support can reduce the need to run separate tools for different inventory types. This is particularly relevant for apps that mix banner/interstitial placements with video units.
Publisher controls and reporting
The platform includes reporting and operational controls used to manage inventory, demand relationships, and performance monitoring. These capabilities help publishers evaluate revenue drivers and troubleshoot delivery issues. Compared with simpler app monetization tools, SSP-style reporting tends to be more granular for auction and buyer activity.
Complexity for smaller publishers
SSP platforms typically require more setup and ongoing operations than turnkey app monetization networks. Publishers may need ad ops expertise to configure inventory, pricing rules, and demand connections effectively. Smaller teams may find the learning curve and maintenance overhead higher than lighter-weight alternatives.
Demand access varies by region
Programmatic demand depth and buyer coverage can differ by geography and vertical, which can affect fill and pricing outcomes. Publishers with highly regional audiences may need to validate performance market-by-market. In some cases, additional integrations are required to reach desired demand sources.
Not a full-stack ad server
While it supports publisher monetization workflows, it may not replace a dedicated enterprise ad server for all direct-sold trafficking, forecasting, and complex campaign management needs. Organizations with significant direct sales often run a separate ad server alongside an SSP. This can introduce additional integration and reconciliation work.
Plan & Pricing
Pricing model: Pay-as-you-go auction-based CPM (buyers are billed per verified win/impression). Free tier/trial:
- Free plan (publisher ad server): Smaato/Brand+ offers a free-to-use publisher ad server with no ad-serving fees (permanent free tier for publishers).
- Free trial: Not offered/No evidence of a time-limited trial on official site. Billing & auction details:
- Open auctions: first-price auctions supported.
- Open deals: operate on a second-price model.
- Buyers are charged when Smaato’s impression/win notification fires (billing on verified impressions). Example costs & constraints (from official docs):
- eCPM field allowed range in deal configuration: $0.01 – $99.99 (example audience-segment cost shown as $1.00 in docs).
- No fixed subscription tiers or publicly-listed CPM price cards were found on the official site; pricing is determined via auctions, deal configuration, and negotiated/private deals. Minimums, payouts & revenue share:
- Publisher minimum payout: $100 USD (amounts below $100 roll over until threshold reached).
- Payment schedule: payments remit within ~60 days after the end of the calendar month in which revenue was accrued.
- Default publisher revenue share: 70/30 (publisher/net revenue share set to default 70/30 upon joining; subject to Terms/manager negotiation). Discounts / custom pricing:
- Private deals, preferred deals, programmatic guaranteed, and negotiated inventory packages are available (pricing for such deals is negotiated with sales/client partners). Notes & where pricing is NOT published:
- No public per-CPM price list, subscription plans, or per-seat pricing for buyers was found on Smaato/Brand+ official websites; buyer costs are auction- and deal-driven.
Seller details
Verve Group SE
Stockholm, Sweden
2014
Public
https://verve.com/
https://x.com/vervegroupse
https://www.linkedin.com/company/verve-group/
