Smadex - TFAQs


These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of June 2020

The questions fall under three different categories


What is your business model and how do you make money?
we are mobile DSP, we run advertising campaigns on behalf of advertisers.

Can you outline the full details of the agreement on a booking form / contract?
We charge clients on a CPM basis.

Will you share who your trading partners are?
We are programmatically integrated with all major SSP (See full list



Do you own the inventory you sell?

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
We are programmatically integrated with all major SSP using OpenRTB protocol (See full list

Do you specify your media placements and positions?
Smadex is a fully transparent platform. We provide placement-level reporting combined with more than 50 dimensions.

What insights do you provide back to advertisers?
Advertisers can access all KPIs (pricing, performance, delivery, engagement) across all type of dimensions (placement, audience, geo, creative). Smadex provides API cost data integrations to MMPs such as Kochava and Appsflyer

Does the inventory you own or access include UGC content?
We access inventory through all major SSP, that might include UGC. Smadex provides data integrations that can restrict or target UGC content.

What brand safety measures do you use?
Integral Ad Science and MOAT. Plus proactive blacklisting.

Which industry standards have you been certified against?

Do you have a policy in place for ad-misplacement?

Are you happy to share your optimisation tactics?
Yes. Advertisers have full transparency on all impressions bought and optimizations done, while our Client Success team periodically discusss optimization tactics with them.



Under GDPR what legal basis are you providing your services under?
we rely on the SSP and publisher to get the consent from the end user.

If consent is the mechanism then can you prove how you obtained it?
SSPs send this consent to us via bid request.

Are you using the IAB Framework?

What other 3rd party data partners require consent for your business to deliver its service?
we only need the consent from the end user.

What do you do with data you obtain from advertiser’s campaigns or data tags?
We may store the information we collect, such as IP address and other information described above, for up to 90 days before we aggregate that data into summary reports. We store the aggregated summary data (which for example, does not include IP address or other information that may be tied to a particular browser or device) for longer than 90 days. More information at

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?

Will you provide a link to your privacy and data policies?

Will you share how you build audience, contextual and targeting segments?
We don't build segments on our own. We use data partners described in


To find out which other companies have completed the FAQs, please visit our members directory here

Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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