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Smaato Mobile Advertising Report reveals: Android trails Apple in Worldwide Performance Index


- Windows Mobile prevails as top performing operating system globally for mobile ad network performance despite popularity of Apple and Android platforms, with RIM picking up pace
- Mobile advertising fill rates stabilize for U.S. based inventory but decline worldwide

San Francisco, CA / Singapore / Hamburg, Nov 29, 2011 - Smaato Inc., the leading mobile ad optimizer and mobile advertisement platform, today announces the findings of its latest global mobile advertising quarterly metrics for Q3 2011. Findings detail mobile advertising adoption, fill rates and overall affect on mobile ad network performance and considerations for mobile developers and advertisers. The complete report is available for free download at

U.S. fill rates stabled out, with only 1% drop from previous quarter
In Q3 2011, the top 20 U.S. ad networks average fill rates declined from 19% to 18%, stabling out to only a 1% decline. The findings suggest that there were seasonal factors at work due to the summer period. Worldwide, the average ad network fill rate was 10% in Q3 2011, an 8% decline from the previous quarter and based on 70 ad networks connected.

Windows Phone continues to lead; Android trails Apple in Worldwide Performance Index
Although Windows Phone continues to lead the Smaato worldwide Index in smartphone operating systems in Q3 2011 for the third consecutive quarter, RIM made significant inroads in Q3 overtaking Apple in Mobile Advertising Worldwide Performance Index, followed closely by Google’s Android.

Although the overall mobile advertising market continues to grow, findings suggest ad networks are continuing to specialize, offering features such geo-location and Rich media, which are proving to add more value. As a result, large-scale optimization systems are increasing demand to track and maximize returns in high volumes of ad requests and faster response times.

About Smaato
Smaato provides Ads for Apps – operating the leading mobile advertising optimization platform called SOMA. More than 40,000 app developers and premium publishers have signed up with Smaato to monetize their content in 230+ countries with advanced real time optimization features (RTB) and rich media ad formats.

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Smaato Inc.     
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