Smadex has changed more in the last eighteen months than in the previous five years. We started in 2011, focused on mobile advertising to help companies grow their apps and games. We are now one of the largest Performance CTV players for the App Economy – using the high-impact of the big screen in people’s homes to drive installs and revenue on the phone. This refresh more closely represents the company we have become and our future ambition: a trusted partner to help Apps and Games grow across Mobile & CTV.

• Mobile is our origin, CTV is part of our present and future. Since 2011, we have run mobile user acquisition for apps and games across in-app and mobile web. That business is healthy, and it is growing.
• We were deliberately early to CTV. We began testing connected TV as a growth channel for apps in 2022, well before app marketers treated it as anything other than a branding buy. We have been building and shipping the Performance CTV product since 2023: linear regression to deep neural networks, to direct integrations and partnerships, and focused on converting impressions into outcomes.
• In 2025 and 2026, that bet turned into scale. Performance CTV is fast-growing, and we are among the largest players using the big screen to drive mobile conversion for apps and games.
• Mobile & CTV has become one growth engine. Mobile signal sharpens CTV targeting. CTV reach brings in net new users whose behavior feeds straight back into the model. One engine, two screens.

87% of people watch TV with a phone in hand. That is the whole thesis. The audience is not choosing between the big screen and the small screen. They are using both at the same time, every time they sit in front of their TV, in the same household.

• 34% of US CTV viewers have made a purchase inspired by something they watched
• 31% of US TV viewers have shopped using QR codes or shopping links related to what they’re watching

The Smadex engine uses the impact of the big screen (full screen, sound on, uninterrupted, and lean-back audience) to create intent, and we convert that intent on the device already in the viewer’s hand. Our deep neural network syncs TV and mobile signals at household level and optimizes the bid against a predicted outcome rather than an impression.

Proof point. A recent high-growth gaming advertiser measured on a compressed one-hour attribution window: 81.4% of installs landed within the first hour of impression, 91.2% of households reached had no prior interaction with the app, 67.2% ROAS lift.

The Smadex engine uses the impact of the big screen (full screen, sound on, uninterrupted, and lean-back audience) to create intent, and we convert that intent on the device already in the viewer’s hand. Our deep neural network syncs TV and mobile signals at household level and optimizes the bid against a predicted outcome rather than an impression.

Proof point. A recent high-growth gaming advertiser measured on a compressed one-hour attribution window: 81.4% of installs landed within the first hour of impression, 91.2% of households reached had no prior interaction with the app, 67.2% ROAS lift.

• Our new tagline: Grow Your App across Mobile and CTV.
• The mechanism: one engine, two screens, infinite optimization.
• The proof: billions of signals, a direct, trusted supply and partnership model with OEMs and premium CTV streaming platforms
• Attribution: third-partner attribution partnerships with AppsFlyer, Adjust, Singular, Kochava, and Airbridge.
• Value proposition: We don’t chase impressions. We engineer outcomes.

• An opportunity to cut through a saturated channel. Mobile in-app inventory is crowded and getting more expensive. The big screen is where attention is still uncontested and where creativity can actually convert untapped audiences.
• Complement, not replace. CTV does not compete with mobile at Smadex; it powers it. Every conversation starts from the mobile plan the customer already has, and adds the screen that makes all campaigns work harder.
• Performance discipline on a channel that has not had it. Most CTV is still sold as reach with a brand story attached. We sell installs, ROAS, and incremental lift, measured through the customer’s own MMP.
• One partner, one model, one set of numbers. No separate CTV vendor, no separate attribution argument, no double counting between screens.

CTV has been around for some time; Performance CTV for the App Economy is relatively new. Smadex is one of the pioneers. We have built and are constantly innovating a growth engine to tap into the combined power of mobile data and big screen signals to drive conversion on people’s phones.