1 Challenge Madvertise challenged Smart AdServer to help its premium publishers monetize their mobile app and mobile web inventory both programmatically and through direct sales. With Google’s promise to downgrade the search ranking of mobile sites that use what it has labeled “intrusive mobile interstitials,” Madvertise was especially in need of profitable alternative formats. Google’s announcement is especially troublesome in Europe, where, thanks to cheap data plans, 25% of media consumption is on mobile. Working with Smart has helped us identify profitable alternative user-friendly formats like native and parallax. We have a latency period before the switch is flipped by Google, but to be successful, we need to be forward thinking and on the right track. S

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