Mobile advertising has become one of the biggest revenue drivers for app developers and mobile publishers. With billions of smartphone users worldwide, choosing the right mobile ad network can directly impact your earnings, user experience, and long-term growth.
Two well-known names in this space are Smaato (now part of Verve Group’s Brand+ Marketplace) and InMobi. Both platforms offer programmatic mobile advertising solutions, access to global demand, and advanced targeting tools. However, they differ in scale, strengths, pricing models, and ideal use cases.
In this in-depth comparison, we’ll analyze Smaato vs InMobi across features, pricing, reviews, pros & cons, and best use cases—so even beginners can clearly understand which platform fits their monetization goals in 2026.
Factors to Consider Before Choosing a Mobile Ad Network
Before diving into the comparison, here are key factors every publisher and app developer should evaluate:
- Traffic Type – Mobile app, mobile web, CTV, or hybrid.
- Geographic Reach – Strong demand in Tier 1, Tier 2, or global markets.
- Ad Formats Supported – Banner, native, video, rewarded video, CTV, and interstitial.
- Fill Rates & eCPMs – Consistent demand and competitive payouts.
- Ad Quality & Brand Safety – Protection against malware and low-quality ads.
- Ease of Integration – SDK quality, documentation, and support.
- Payment Reliability – Timely payouts and flexible methods.
Quick Comparison Table: Smaato vs InMobi
| Feature | Smaato (Verve Brand+ Marketplace) | InMobi |
| Founded | 2005 | 2007 |
| Headquarters | Germany / USA | India / USA |
| Primary Focus | Programmatic omni-channel marketplace | Mobile-first ad & engagement platform |
| Inventory Types | Mobile, CTV, Web | Mobile apps, mobile web |
| Key Strength | Publisher-friendly open exchange | Large advertiser ecosystem |
| Global Reach | 100+ countries | 150+ countries |
| Payment Model | CPM | CPM, CPC, CPI |
Ad Network Overviews
Smaato (Verve Brand+ Marketplace)
Smaato is a global programmatic advertising platform that connects publishers with premium demand from DSPs, agencies, and major brands. After becoming part of Verve Group, Smaato evolved into the Brand+ Marketplace, offering omni-channel monetization across mobile, web, and connected TV.
Smaato focuses heavily on transparency, supply-path optimization, and brand-safe inventory. Publishers get access to an open exchange, private marketplaces (PMPs), and programmatic deals while maintaining control over pricing and demand sources.
InMobi
InMobi is one of the largest independent mobile advertising platforms in the world. It operates a mobile-first advertising exchange and supports performance and brand campaigns globally. InMobi also owns Glance, a consumer discovery platform pre-installed on many smartphones, giving it unique access to first-party data and user attention.
InMobi positions itself as a full-stack mobile advertising and engagement ecosystem for advertisers and publishers.
Features Comparison
| Feature Category | Smaato | InMobi |
| Ad Formats | Banner, Native, Interstitial, Video, Rewarded, CTV | Banner, Native, Interstitial, Video, Rewarded |
| Auction Type | Real-time bidding, PMPs, Programmatic Deals | Real-time bidding, Programmatic Direct |
| Targeting Options | Geo, device, OS, carrier, contextual, audience | Geo, device, behavior, interests, demographics |
| Mediation Support | Yes | Yes |
| SDK Availability | Android, iOS | Android, iOS |
| Fraud Protection | Automated + human review | Automated systems |
| Analytics Dashboard | Real-time reporting | Real-time reporting |
Performance & Value Comparison
Both Smaato (Verve Brand+ Marketplace) and InMobi are leading mobile ad networks, but they focus on different strengths. Smaato prioritizes omni-channel programmatic reach, curated inventory, and flexible monetization for publishers. InMobi emphasizes AI-driven targeting, first-party data, and enterprise-level campaigns for precise performance and large-scale advertisers.
| Aspect | Smaato (Verve) | InMobi |
| Consistency of Traffic | Multi-channel curated inventory across mobile, web, and CTV | High-quality audience across 150+ countries and mobile/web platforms |
| Automation & Optimization | Programmatic tools, supply path optimization, and inventory curation | AI-powered optimization, first-party data, predictive targeting |
| ROI Potential | High for publishers and advertisers using programmatic tools | High for brands and agencies with data-driven, large-scale campaigns |
| Minimum Budget | Flexible, small-scale campaigns are possible | Medium to high, suitable for enterprise clients |
| Reporting & Analytics | Real-time dashboards, inventory performance, publisher analytics | Detailed campaign analytics, engagement metrics, and consumer insights |
| Publisher Payout | Verified and programmatic payments, ~30% revenue uplift using server | Standardized payouts, enterprise agreements with large publishers |
Smaato offers flexible, omni-channel monetization for publishers and scalable programmatic campaigns for advertisers. InMobi excels in precise targeting, global audience reach, and data-driven performance for large-scale campaigns.
Traffic Quality & Performance Comparison
Both networks deliver significant mobile traffic, but their strategies differ.
- Smaato (Verve) works with curated publishers, MFA-free inventory, and programmatic deals. Its omni-channel reach spans mobile, web, and connected TV (CTV), ensuring brand-safe environments and optimized supply paths.
- InMobi focuses on AI-driven targeting and first-party consumer data, reaching over 2B users in 150+ countries. Its consumer engine (Glance) allows precise user engagement across mobile and web platforms.
Key Differences:
- Smaato emphasizes curated inventory and publisher flexibility, ideal for fast programmatic testing and incremental monetization.
- InMobi emphasizes AI-powered precision and data-rich targeting, ideal for enterprise campaigns with high-value audiences.
In short, Smaato is optimized for speed, flexibility, and omni-channel reach, while InMobi is optimized for scale, data-driven performance, and global targeting.
Automation & Optimization Comparison
| Aspect | Smaato (Verve) | InMobi |
| Automation Level | Medium: programmatic deals and inventory optimization | High; AI-driven, predictive targeting |
| Goal-Based Optimization | Supply path optimization, curated audience selection | AI-powered insights, predictive consumer engagement |
| Manual Control | Medium: Publishers can adjust inventory and pricing | High enterprise clients can configure campaigns with precise targeting and cross-device settings |
Smaato simplifies optimization with automated tools while allowing publishers and advertisers some control over inventory. InMobi automates nearly all optimization through AI and first-party insights, giving enterprise advertisers precise control at scale.
User Experience & Ease of Use
| Aspect | Smaato (Verve) | InMobi |
| Interface Complexity | Intuitive, publisher-friendly, easy programmatic setup | Advanced, detailed dashboards with multi-metric analytics |
| Learning Curve | Low; simple programmatic tools for quick campaigns | Medium to high; complex AI-powered targeting and reporting |
| Setup Speed | Fast, campaigns can launch within minutes | Moderate; setup requires data and targeting configuration |
| Beginner Friendliness | High; ideal for small publishers and mid-level advertisers | Moderate; better suited for enterprise advertisers and agencies |
Smaato is easy to use, beginner-friendly, and fast for launching campaigns. InMobi provides a more advanced experience, designed for advertisers who need detailed analytics, AI-driven insights, and multi-device targeting.
Reviews Comparison
Smaato Reviews
On platforms like G2 and TrustRadius, Smaato is often praised for:
- High fill rates
- Transparent reporting
- Reliable payments
Some users mention that UI navigation can feel complex for beginners, but overall satisfaction remains strong.
InMobi Reviews
InMobi receives positive feedback for:
- Strong advertiser demand
- Good eCPMs in Tier 1 countries
- Large-scale reach
Common criticisms include slower support response times and stricter account approval processes.
Overall, both networks are considered reputable, but Smaato tends to score higher on publisher transparency, while InMobi stands out for advertiser scale.
Pricing Overview (Publisher Perspective)
| Pricing Factor | Smaato | InMobi |
| Minimum Traffic Requirement | No public minimum | Case-by-case |
| Revenue Model | CPM | CPM, CPC, CPI |
| Publisher Fees | No ad-serving fees | Revenue share model |
| Payment Frequency | Net 30 | Net 30–60 |
| Payment Methods | PayPal, Wire, Payoneer | Wire, PayPal |
Pros Comparison
| Smaato Pros | InMobi Pros |
| No ad-serving fees | Strong advertiser demand |
| High transparency | Large global reach |
| Omni-channel monetization | Performance & brand campaigns |
| Brand-safe marketplace | Advanced targeting |
| Strong CTV inventory | Owned a consumer ecosystem |
Cons Comparison
| Smaato Cons | InMobi Cons |
| Interface learning curve | Strict approvals |
| Best performance in Tier 1 markets | Support response time |
| Smaller than Google AdX | Higher payout thresholds |
Best For (Comparison)
Smaato (Verve Brand+ Marketplace) is best for:
Publishers and advertisers of different sizes who want flexible programmatic monetization, strong mobile reach, and access to a global open exchange. It is commonly chosen by teams that prefer a straightforward marketplace with brand-safe inventory and curated supply options.
InMobi is best for:
Mobile-focused advertisers and app developers who want data-driven targeting, AI-assisted optimization, and access to large global in-app audiences. It is widely used by brands, agencies, and performance marketers running user acquisition and engagement campaigns.
Use Case Scenarios
Scenario 1: Mobile App User Acquisition
InMobi is often chosen for mobile app install and engagement campaigns because of its strong in-app inventory and data-driven targeting.
Scenario 2: Programmatic Monetization for Publishers
Smaato is commonly used by publishers who want flexible programmatic monetization across mobile and web inventory with access to global demand.
Scenario 3: Brand-Safe Marketplace Buying
Smaato’s curated marketplace approach appeals to advertisers who prioritize brand safety and controlled inventory.
Scenario 4: Performance Marketing at Scale
InMobi is frequently used by performance marketers who need a large mobile reach and optimization tools for scaling campaigns.
Monetization Potential in 2026
With continued growth in mobile gaming, short-form video, and CTV, both platforms are expected to expand programmatic capabilities. However:
- Smaato’s omni-channel strategy gives it an edge in diversified monetization.
- InMobi’s AI-driven targeting and large advertiser base support strong performance marketing.
Smaato vs InMobi
Smaato and InMobi are both established mobile advertising platforms used by publishers and advertisers of many different sizes. Each network supports large-scale programmatic advertising, but their historical strengths and primary focus areas differ.
Smaato (Verve Brand+ Marketplace) is more commonly associated with open exchange programmatic buying and flexible monetization across mobile, web, and selected CTV inventory. InMobi is best known for its mobile-first advertising ecosystem and strong in-app performance capabilities.
Rather than one platform being strictly “better,” the right choice depends on whether your priority is broad programmatic marketplace access or mobile-focused performance advertising.
Frequently Asked Questions (FAQs)
Is Smaato (Verve) good for mobile publishers?
Yes, Smaato is ideal for mobile publishers and app developers. Its omni-channel Brand+ Marketplace, free ad server, and verified inventory help maximize revenue across mobile, web, and CTV while ensuring brand safety and optimized performance.
Is InMobi suitable for large brands?
Absolutely. InMobi provides enterprise-level targeting with AI-powered insights, cross-device reach, and rich first-party data. It’s designed for brands and agencies running global campaigns across mobile, web, and CTV, delivering precise audience engagement and measurable ROI.
Which network offers better cross-device campaigns?
InMobi excels in cross-device targeting, using its enterprise engine to reach mobile, web, and connected TV audiences. Smaato supports multi-device campaigns through curated inventory but is better for faster programmatic testing rather than highly detailed cross-device targeting.
Can I use both Smaato and InMobi together?
Yes. Many advertisers use Smaato for fast programmatic reach and InMobi for precise, data-driven targeting. Combining both allows testing, scaling, and optimizing campaigns across multiple devices, geographies, and audience segments while leveraging each network’s strengths.
Conclusion:
Smaato and InMobi are both powerful mobile ad networks, but their approaches differ. Smaato is perfect for publishers and advertisers seeking fast, cost-effective programmatic solutions across mobile, web, and CTV. Its free ad server, omni-channel reach, and curated inventory make it beginner-friendly yet highly effective.
InMobi focuses on enterprise-level targeting, using AI-driven insights and first-party data to reach 2B+ users worldwide. It’s ideal for large brands, media agencies, and affiliates who need advanced analytics, automation, and cross-device campaigns to optimize ROI and scale campaigns globally.
Ultimately, the choice depends on your goals. If you value speed, ease of use, and flexible programmatic tools, Smaato (Verve) is a smart pick. If your priority is data-driven precision, large-scale targeting, and brand-centric campaigns, InMobi is the superior solution. Both networks are reputable, reliable, and capable of driving strong mobile ad results.