PARIS, France, 18th January, 2022 – Smart Ad Server (“Smart”), the leading independent ad monetization platform built for premium publishers to serve demanding buyers and Sirdata, the expert in addressability, have joined forces to offer media buyers direct access to premium inventory powered with data to enhance the value of an increasingly premium advertising ecosystem. Building on Smart’s curation offering, agencies and advertisers benefit from both the precision of Sirdata’s advanced targeting – with or without cookies – and Smart’s premium cross-publisher inventories within a Deal ID. The deals crafted by Sirdata teams can be easily activated within any DSP, significantly improving campaign and operational efficiency.

Smart and Sirdata continue to evolve their offerings dedicated to media buyers and publishers, by aggregating data and premium inventory within this private, granular and transparent marketplace. In a nutshell:

  • For the media buyer, the curated deal is activated like a classic deal in its DSP.
  • Sirdata’s on the shelf or on-demand deals do not require any new DSP integrations or new contractual  agreements. They are accessible with targeting thresholds adapted to campaign needs, combining  performance and volume according to brand and agency partners’ core campaign goals.
  • Sirdata analyzes and categorizes in real time, using multilingual technology (32 languages) and the domains and subdomains from Smart’s web environment (Europe, US etc.). Sirdata’s team creates these deals within Smart’s curation platform according to client objectives and KPIs for campaigns, with or without cookies, and in strict compliance with user choice and regulations in force.

Inventory reach varies depending on medium, location, RFP parameters etc. The linguistic and editorial  specificities, categories (sometimes with sensitive content), and website singularity require page level pre qualification and categorization, whichever user’s choice, to make inventory addressable. This agreement highlights and facilitates the activation of Smart’s multi-publisher offer and deals will be available in all regions  and countries covered by Smart (Germany, Brazil, Spain, France, Italy, United Kingdom, USA, LATAM, APAC etc).

“I am delighted to announce that we have strengthened our strategic partnership with one of the most dynamic  players in our industry! Smart and Sirdata continue to innovate to anticipate structural changes in the digital  market for buyers and publishers, and this step is key in the deployment of Sirdata’s cookieless and consentless  targeting and retargeting offers,” says Benoît Oberlé, Sirdata’s CEO.  

“We are delighted to strengthen our partnership with Sirdata, whose reach and data expertise are well  established. Our common goal is to ease targeted campaign activation by offering buyers direct access to the  most relevant inventories. In an increasingly fragmented advertising ecosystem, curation brings together  targeting data and premium publisher offering in a single private marketplace with the benefits of transparency,  better reporting and operational efficiency,” says David Pironon, Executive Vice-President, Data & Platform  Partnerships, Smart AdServer. 

About Smart:

Smart is the leading independent adtech platform built to serve the interests of both buyers and publishers. Smart’s fully transparent platform and shared-interest business approach enables brands and premium publishers to get their fair share of ad value at every opportunity, on their terms. Brands can achieve greater efficiency through their advertising spend, and publishers can act with certainty and have the control they need to provide the right blend of transaction models, channels, formats, and audience data to deliver true value path optimization to brands.

Smart works directly with hundreds of buyers and more than 1,000 publishers worldwide including Meredith, Insider, The Guardian, Cafe Media, Groupe Marie Claire, Le Figaro, Altice, and PlutoTV to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. The company operates 12 offices worldwide and leads the charge in building a transparent ecosystem based on quality.

About Sirdata: 

Sirdata is an innovative French company that provides its clients with the guarantee of reaching captive or purchase intents audiences  through targeting that is respectful of users’ choices, whether through contexts and its cookieless predictive tools and/or through tracers  and consent management. For nearly a decade, Sirdata’s technologies have analyzed, structured, processed and made activatable audiences  and signals useful to the advertising and content industry.