Smadex has rebranded to emphasize its Performance CTV product, which utilizes deep neural networks to link mobile and television signals at the household level. The platform focuses on optimizing campaigns for app installs and ROAS rather than traditional impression-based metrics.
The pivot by Smadex highlights a growing demand for performance-based metrics in the connected TV space, moving the medium away from top-of-funnel awareness toward direct response. By linking household-level signals across two screens, the company is addressing the historical difficulty of measuring incremental lift from television ads. This shift forces traditional CTV platforms to compete directly with mobile DSPs for performance budgets rather than just brand spend. Watch for Smadex to report whether this cross-screen attribution model maintains its 91.2% new-user reach rate as more gaming advertisers adopt the platform.
Smadex has rebranded to focus on its Performance CTV growth engine, shifting from mobile-only roots to a dual-screen strategy. By using deep neural networks to link mobile and television signals, the platform achieved a 67.2% ROAS lift for gaming advertisers, proving that CTV can effectively drive direct response and app installs.
The rebrand focuses on the Smadex Performance CTV growth engine, which moves the company beyond its mobile-only roots to a dual-screen strategy that links mobile and television signals.
Performance CTV campaigns delivered a 67.2% return on ad spend (ROAS) lift for a recent gaming advertiser.
Attribution data indicates that 81.4% of app installs occurred within one hour of a CTV impression.
The platform uses deep neural networks to link mobile and television signals at the household level, allowing advertisers to reach households even if they have no prior app interaction.
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