The purpose of this acquisition is to strengthen the company's position in the CTV and Video advertising market. Integrating DynAdmic's innovative technological solutions with Smart's offering will bring a range of benefits for advertisers and publishers. The combined group will leverage unique cookie-free contextual targeting capabilities to better align campaign performance goals with user privacy requirements.
Founded in Paris in 2012, DynAdmic has grown internationally and has 7 offices worldwide (USA, France, Germany, Mexico, Brazil, Colombia and Dubai). The company generates 60 percent of its revenues in the USA, where Smart wants to increase its presence. DynAdmic runs exclusive video advertising campaigns, 40 percent of which is OTT and Connected TV. DynAdmic's services and interesting technological solutions will be offered to brands and agencies under the Smart umbrella.
The acquisition of DynAdmic is another step in the company's global development and a response to the changing needs of advertisers, agencies and publishers. In December 2019, Smart acquired LiquidM. In October 2020, it launched the Smart Buyer Connect platform, enabling buyers to conveniently and effectively manage transactions in the programmatic model. Thanks to DynAdmic's nearly 10 years of experience in CTV and Video, DynAdmic's offering fits perfectly with the company's strategy of investing in technology and complements Smart's existing offering.
- DynAdmic is a very interesting technological solution that we will offer to our clients in the area of contextual targeting for OTT and CTV. Thanks to DynAdmic joining the ranks of Smart, we are complementing our strengths in cookie-free and CTV, which, as we know, are the most discussed changes in the industry - says Małgorzata Kmieciak, Country Manager of Smart AdServer in Poland. - At the same time, we are aware that we are introducing this innovative technology into the world of OTT and CTV at the perfect moment - of growth in the penetration of the VOD channel - adds Kmieciak.
Benefits for publishers and buyers
Both publishers and buyers will benefit from the acquisition. Publishers will have direct access to media spending through a new monetization channel on the Smart platform. Smart's existing tools for buyers combined with DynAdmic's experience will bring value to media buyers who want to operate at scale using transparent tools. The organization of DynAdmic's technology and services combined with Smart's publisher and geographic reach will help direct buyers and agencies achieve a higher level of performance.
About Smart
About Smart
Smart is the leading independent adtech platform, built with the interests of both buyers and publishers in mind. The fully transparent platform allows advertisers to achieve greater efficiency from their advertising spend, and publishers to have full control over monetization based on various transaction models, sales channels, formats and data, to provide brands with true value path optimization.
Smart acquires the DynAdmic platform – what does this mean for the advertising market?
Smart works directly with hundreds of buyers and over 1,000 publishers worldwide, including Groupe Marie Claire, TracFone, Le Figaro, Leboncoin, Altice Media Publicité and IMGUR, delivering display, video, native and rich-media ads to over 50,000 websites and apps. Smart is listed on the Deloitte Technology Fast 500 EMEA and in the Financial Times FT 1000: Europe's Fastest Growing Companies ranking. The company has 12 offices worldwide and is a leader in building a transparent, quality-based advertising ecosystem.
About DynAdmic
About DynAdmic
DynAdmic aggregates digital video advertising inventory from leading global websites, using intelligent semantic targeting and activating brand safety and anti-fraud options while focusing on campaign performance metrics. The company connects world-class advertisers with target audience groups on Youtube and apps at the largest publishers, reaching over 450 million viewers worldwide based on real-time information about what they intend to watch. They use their own AI sound recognition technology for this. Their unique DSP platform scans 20,000 pages per minute and evaluates each page for brand safety, contextual relevance and qualified audience parameters.
Using its own highly advanced code, the DynAdmic team can identify and target viewer interests in real time in 60 languages worldwide with a fraud rate below 1% according to Moat. DynAdmic is the only certified Google partner that connects the online world with the offline world using TV Sync and has a 96% contextual relevance score, as well as 3rd party IAS verification.
DynAdmic works with leading brands, agencies and publishers and has 7 offices worldwide.
Summary
Smart is acquiring DynAdmic, a company specializing in video and CTV advertising, to strengthen its position in the programmatic advertising market. DynAdmic, founded in Paris in 2012, generates 60 percent of its revenues in the USA, where Smart plans to increase its presence. The combined group will use cookie-free contextual targeting, responding to privacy requirements.
This is another step in its global development after the acquisition of LiquidM in 2019 and the launch of the Smart Buyer Connect platform. DynAdmic's technology includes, among other things, AI sound recognition, and as the only certified Google partner, the company connects online with offline using TV Sync, achieving 96% contextual relevance.
