Smadex and Index Exchange have partnered to give mobile app marketers more transparent and flexible access to premium Connected TV (CTV) inventory. 

Through the integration, Smadex combines Index Exchange's high-quality CTV supply and media owner relationships with Smadex's performance technology, giving marketers greater visibility into where their ads run, access to signals that can inform buying decisions, and the flexibility to scale CTV campaigns based on performance. 

As CTV continues to grow, marketers have more options for accessing streaming inventory. The challenge is not simply finding a single "best" buying path, but understanding how different supply options can support different campaign objectives, markets, and performance goals. 

For mobile app marketers, the benefits are simple: premium CTV inventory, greater transparency, and more flexibility in how and where budgets are deployed. 

Streaming TV is becoming a performance channel, and performance depends on the quality of the signals behind every impression. By combining our direct relationships with the world's leading streaming publishers with Smadex's outcome-driven models, we're giving app marketers greater transparency into the inventory they're buying and the signals to optimize every impression toward performance. 

— Charles Emeriau, Head of Streaming & New Business EMEA, Index Exchange 

There are two important components to effective CTV buying: strong relationships with publishers and streaming platforms, and the technology used to access and activate that inventory. 

Both can influence the information available to buyers and, ultimately, the decisions their performance technology can make. 

For mobile app marketers, transparency goes beyond knowing where an ad appeared. It also means understanding the signals available around an impression and how those signals can be used to inform campaign decision-making. 

The integration with Index gives Smadex greater flexibility to construct and evolve custom deals, allowing relevant publisher signals to flow into the decisioning engine, driving campaign performance. This provides marketers with greater clarity around their CTV buying while giving Smadex's models more information to help determine when, where, and how to bid. 

The aim is to give app marketers greater transparency into CTV impressions and the signals available to inform better performance decisions. 

The mobile app economy moves quickly. Budgets shift, market conditions change, regulations evolve, and consumer behavior can change rapidly. Marketers need their media buying to be able to respond just as quickly. 

CTV buying, however, has historically been less flexible than many of the digital channels app marketers are accustomed to. 

The Index Exchange integration gives Smadex another performant path to access and manage CTV supply. This allows Smadex to work across multiple layers of supply and adapt buying strategies according to campaign requirements, rather than relying on a single route to inventory. 

Access to inventory alone doesn't drive growth. What matters is how well marketers turn that access into performance, and that starts with quality, performant supply. Our partnership with Index Exchange opens the door to that supply, and to stronger CTV results. 

Smadex brings its mobile user acquisition expertise to CTV, using deep neural network models trained on outcomes to inform buying decisions. Combined with the transparency and flexibility enabled through Index Exchange, Smadex can use available signals to optimize CTV campaigns towards meaningful app outcomes, from installs and registrations to purchases, revenue, and return on ad spend. 

Unlike paid social or search, the path from CTV exposure to conversion is rarely immediate. A viewer may see an ad on television and later search for the app, encounter another marketing touchpoint, or convert on their mobile device. 

For app marketers, measuring CTV therefore means looking beyond the initial impression or install to understand its contribution to longer-term performance, including engagement, retention, revenue, and return on ad spend. 

As the mobile app economy and CTV continue to move closer together, marketers will expect the same transparency, flexibility, and performance focus from television that they have come to expect from other digital channels. 

The Smadex and Index Exchange integration is another step towards that goal: giving mobile app marketers greater visibility into how their CTV media is bought, more flexibility in how supply is accessed, and more information to inform performance decision-making. 

By combining flexible supply access with Smadex's performance engine, marketers can build CTV campaigns around their specific growth objectives rather than a single buying model. 

Ready to explore how Performance CTV can support your mobile growth strategy? Learn more about Smadex's Performance CTV solution here.