Archive for April, 2009

Mobile Analytics Firm Biscotti Mobile now part of Smaato

Wednesday, April 15th, 2009

Mobile media has been my life as an entrepreneur, investor, and senior operating executive for over ten years, but last year was pretty turbulent – even for my standards.

I incubated a mobile analytics and media buying dashboard concept at Polaris Ventures with the help of Bob Geiman and Sim Simeonov. Before the company ever hit the light of day, it was rolled into Smaato Inc.

Smaato is an Aeris Capital funded company with headquarters in Silicon Valley, and an engineering center in Germany. Smaato has a pretty interesting business idea. Many mobile publishers would like to better monetize their ad inventory. Smaato connects publishers and media companies with multiple ad networks across the globe. The company simplifies the complexity of working with multiple ad networks, and increases fill rates by optimizing ad-serving decisions across multiple ad networks.

Smaato is connected to ad networks across the globe, which allows the company to fill inventory in Europe, North America, Africa, and Asia.

Publishers like Smaato because they see more revenue. Ad Networks like to work with Smaato because they see more targeted inventory in specific markets or categories. I like Smaato because it is great to see my vision executed by an amazing team of senior high-tech executives.