Vertica and Smaato Partner to Drive Mobile Marketing ROI via Real-Time Data Analytics

More than 11,000 app developers and publishers to drive mobile advertising revenue with Smaato’s adoption of the Vertica Analytics Platform for real-time, cloud-based information

Smaato, the mobile advertising optimizer with a strong presence in Europe, has selected the Vertica Analytics Platform as its predictive analytics infrastructure. The Vertica Analytics Platform enables Smaato to analyse data in real-time and optimize mobile advertising revenues across its client base.

The agreement highlights Vertica’s European growth and commitment to delivering real- time predictive analytics globally to a wide range of industry sectors, including advertising, e-commerce, telecommunications, financial services, energy, healthcare, gaming and web 2.0.

Smaato is a pioneering mobile advertising company that operates the mobile ad optimisation platform called SOMA™ – Smaato Open Mobile Advertising. Smaato partners with mobile publishers, app developers, ad networks and operators to maximise mobile advertising ARPU (average revenue per user). The Vertica Analytics Platform provides the real-time performance and massive scalability that Smaato needs to support the growing mobile advertising market, by delivering real-time analysis of advertising reach and effectiveness for its advertising and publishing partners.

“2010  was  the year that mobile advertising really took off, as evidenced by Smaato’s  explosive growth throughout the last year,” said Marc Junker, CIO & CTO at Smaato. “To handle the amount of ad requests and optimise clients’ traffic, our team needed a solution that could load and analyze data, as well as provide detailed dashboard views exceptionally fast. Since we’ve implemented Vertica, we have been able to increase the response time of the dashboard output significantly, driving real benefits across our global client base.”

“Smaato is pioneering an exciting industry space, and its rapidly expanding customer base and recent funding are evidence of this,” said Christopher Lynch, President and CEO at Vertica Systems. “This is exactly the kind of information-critical business that Vertica was built to support. We look forward to supporting Smaato and its clients, making the mobile advertising market a lucrative one.”

Smaato  – the Mobile Ad Cloud – hosts all of its servers and infrastructure on the cloud-based Amazon Web Service (AWS),  providing flexibility and elasticity in deploying their analytics infrastructure.

“The common thread among our customers is their ability to turn massive amounts of data into actionable information in near real-time,” said Scott Howser, Vertica’s VP of Product Marketing. “In today’s economy, information is king and Vertica is uniquely positioned to deliver the next-generation analytics infrastructure.”

Vertica, which had a record-breaking year with significant momentum in sales, customer wins, and headcount during 2010, saw both revenues and customers increase by more than 100 percent. TwitterGrouponAOLZynga and Comcast are among its top tier customers. It predicts rapid expansion in the UK and is opening offices in London this month.

For further information please contact Thea Parnell /
07872 464469, or Chuck Smith, / (001) 978-600-6348, (001) 508-269-5124.

About Smaato
Smaato ( is a pioneering mobile advertising company that operates the mobile ad optimization platform SOMA (Smaato Open Mobile Advertising) and partners with publishers, app developers and ad networks. More than 11,000 publishers have signed up with Smaato to monetize their content in 220+ countries; Smaato is managing 20 billion ad requests per month.

About Vertica
Vertica Systems is the leading provider of next-generation analytics platforms enabling companies to monetize their data at the speed and scale necessary to deliver significant value to customers and shareholders. Vertica’s scalability and flexibility are unmatched in the industry delivering 50x-1000x faster performance at 30% the cost of traditional solutions. Vertica is used by more than 330 customers across a variety of industries worldwide including Groupon, Twitter, Verizon, AOL, Guess!, Zynga, Playdom, BlueCross BlueShield, AdMeld, Sunoco, Mozilla and Comcast. Vertica’s North American headquarters is located in Billerica, MA.


Vertica is a registered trademark of Vertica in the United States and other countries. Other product or service names mentioned herein are the trademarks of their respective owners.

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