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TMCNet: Smaato Metrics: Windows Mobile Edges Ahead of Apple iPhone In Mobile Advertising Performance - Apple iPhone Dominates Performance In South-East Asia

[March 05, 2010]

Smaato Metrics: Windows Mobile Edges Ahead of Apple iPhone In Mobile Advertising Performance - Apple iPhone Dominates Performance In South-East Asia

REDWOOD SHORES, Calif. --(Business Wire)-- Today, Smaato Inc (News - Alert)., a leading mobile ad optimizer and mobile advertising company (http://metrics.smaato.com) revealed its latest metrics to the global, mobile advertising market.

The February metrics show the worldwide CTR Index (Click Through Rate) by Operating System, the Fill Rates of Mobile Ad Networks worldwide and for the USA as well as the worldwide Ad Network Response time. With these Metrics Smaato unveils for the first time the CTR Index by Operating System and the fill rates for South-East Asia.

Smaato's metrics are based upon 35 mobile ad networks and over 4 billion ad requests served in the Smaato Network of more than 3000 registered mobile publishers in February 2010.

SPOTLIGHT SOUTH-EAST-ASIA: Fill Rates and CTR Index (Singapore, Malaysia, Indonesia, Philippines) The metrics show two strong performing networks with 90% and 87% fill rates. The average fill rate (32%) is considerably higher compared to that of India's (8%), revealed in January, demonstrating large differences across the Asian market and the value to developers of optimization and aggregation services.

iPhone and iPodTouch dominates the region with a CTR Index of 164 followed by Symbian (News - Alert) (127) and Android (124), while Windows Mobile is bottom of the table with 56.

The complete metrics are provided at: http://metrics.smaato.com.

About Smaato Inc.

Smaato (www.smaato.com) is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with mobile publishers, developers, ad networks and operators. More than 3,000 publishers have signed up with Smaato as a partner to monetize their content in 215+ countries and Smaato is managing 4 billion ad requests per month. SOMA's unique feature is the aggregation of 35 leading ad networks globally to maximize mobile advertising ARPU.

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