SMADEX & PUBMATIC PARTNER TO EXTEND MOBILE PRECISION TO PREMIUM CTV STREAMING, SCALING MONTHLY SPEND BY 80X
Smadex, a leading global performance advertising engine for apps, has built one of the industry’s most prominent Performance CTV offerings. As eyeballs continue to shift to CTV streaming platforms, Smadex identified an opportunity to partner with PubMatic and build strategy around a new channel for its advertisers. Proven results, high-quality supply, advanced audience targeting, and transparent measurement were all prerequisites as both teams collaborated to deliver excellence in performance CTV to mobile app marketers.
THE STRATEGY
Leveraging PubMatic’s direct, transparent access to premium CTV publishers, the teams developed a phased approach designed to strengthen supply quality, audience targeting, measurement, and scalability.
Phase 1: Establishing Premium CTV Access
Curated access to premium CTV publishers gave Smadex a high-quality supply foundation from which to scale Performance CTV campaigns for app marketers.
Phase 2: Unlocking Deterministic Targeting with Audience Fastlane
PubMatic’s Audience Fastlane solution brought first-party device ID and IP list activation into the CTV buy, replacing modelled reach with deterministic targeting and bringing greater precision to Smadex’s performance advertising engine across Mobile and CTV.
Phase 3: Expanding the Retargeting Universe & End-to-End Measurement
PubMatic’s cross-device capabilities helped expand Smadex’s addressable retargeting universe, connecting CTV exposure with mobile audiences while allowing outcomes to be measured through existing attribution stacks.
Phase 4: Scaling Without Operational Overhead
Phased QPS scaling and ongoing optimization reviews enabled Smadex to increase spend efficiently without adding unnecessary operational complexity. The combination of premium supply, deterministic targeting, measurable outcomes, and headroom to scale helped establish CTV as a scalable performance channel for app marketers.
THE RESULTS
By combining PubMatic’s premium CTV supply with Smadex’s performance optimization engine, the partnership demonstrated that Performance CTV delivers measurable outcomes at scale. Spend through PubMatic grew 1,445% year-over-year from Q1 2025 to Q1 2026, with 75% driven by CTV. Campaigns scaled monthly investment 80x while sustaining 2.3x higher D7 ROAS, proving that Performance CTV is a powerful, efficient growth channel for app marketers.