In the face of revenue declines from this platform, the collaboration was in need of an overhaul. The mission was to get the full potential out of the partnership - meaning not only to get it back on track, but to reach new records by growing both revenue and scale. As one of the largest SSPs, Smaato is connected to an endless pool of apps and mobile websites in all verticals with huge potential for growth in revenue for the platform, the publishers and ultimately dmg.
dmg understood the need to improve communication between the partners so challenges could be tackled together. An exclusive and fully dedicated account manager was assigned to Smaato to improve results and scale. This led to:
• Immediate campaign attention and real-time action to leverage high engagement rates with the publishers’ target audiences.
• Flexibility to take more risk with dynamic CPC and CPM pricing, which in turn granted competitive rates and higher publisher revenue.
Since implementing changes in partner communication and employing more risk with dynamic pricing models, Smaato and dmg have both capitalized remarkably.
The results of the collaboration improved significantly in the first half of 2015 (January-June). Business continues to scale, and the strategic partnership continually strengthens.