The math behind Smadex The limits of Fixed CPA acquisition Smadex analyzes hundreds of first and third party data points, defining a Predicted LTV score for each user characteristic, feeding its algorithm to create a acquisition portfolio strategy reaching each cluster of users according to its expected value to the business and the predicted market Customer Acquisition Cost (mCAC). This way, you pay for the real valueof each user and you maximize scale, while keeping campaigns limited by your targeted CPA goal . Most advanced App Marketers are looking for two things: a profitable Customer Acquisition Cost and scale. The typical programmatic algorithm is built around bidding for impressions, trying to get as many as possible as long the CPA goal is reached. This usually means advertisers end up paying more for users that generate lower value to their business and not pushing enough for users of higher value (and higher Acquisition Cost). How Portfolio-based bidding works

1. Upgrade your Mobile User
Acquisition Strategy

2. Smadex’s portfolio-based bidding algorithm
reaches each user according to its Predicted LTV.
By predicting operating metrics that drive LTV like
Install to Purchase (I2P), Loyalty and Churn rates
against hundreds of historical data points, your
campaign is 100% optimized to maximize your
business ROAS, not publisher’s eCPM.
Not every user is
worth the same

3. Smadex DSP
Smadex mobile-first DSP is built for the mobile
performance marketer. Integratin the best in-app
RTB connections, with mobile ad serving
capabilities, and targeting and bidding algorithms
designed to maximize mobile customer
acquisition performance.
Mobile formats
Use a look-a-like targeting to reach
users who are more likely to be an
active user.
Top in-app RTB connections
Real time testing of creative format
and placement to increase
engagement from your ads
Advanced media buyers
Reach your target audience connecting
with the top RTB mobile inventory
markets.

4. The math behind Smadex
The limits of Fixed CPA acquisition
Smadex analyzes hundreds of first and third party data points, defining a
Predicted LTV score for each user characteristic, feeding its algorithm to
create a acquisition portfolio strategy reaching each cluster of users
according to its expected value to the business and the predicted market
Customer Acquisition Cost (mCAC).
This way, you pay for the real value of each user and you maximize scale,
while keeping campaigns limited by your targeted CPA goal .
Most advanced App Marketers are looking for two things: a profitable
Customer Acquisition Cost and scale. The typical programmatic algorithm is
built around bidding for impressions, trying to get as many as possible as long
the CPA goal is reached. This usually means advertisers end up paying more
for users that generate lower value to their business and not pushing enough
for users of higher value (and higher Acquisition Cost).
How Portfolio-based bidding works

5. pLTV based User
Acquisition
Acquire mobile users by programmatically accessing only the
best transparent inventory and meet eCPI and eCAC using
portfolio based-bidding.
Portfolio-based bidding
Reach a higher number of users by bidding
wisely according to Smadex’s proprietary
Predicted LTV algorithm.
Leverage Best Performing Creatives
Smart-test creatives to indicate which formats,
styles & placements yield the highest ROI.
Mobile Centric Optimization
Smadex’s is focused 100% on mobile app behaviors.
Avoiding the pitfalls of one-fits-all DSPs.

6. IX Optimized Retargeting
Bolster the app’s users LTV by reconnecting with
valuable active and unengaged users. Leverage your
app’s data to build segments, and personalize your app
messaging flow.
Optimize on Incremental User Engagement
Reach and bid differently for each user, according to
Smadex’s IX (Incremental User Engagement).
Reduce acquisition costs
Activate dormant users with higher
engagement rates.
Higher conversion rates
Increase sales and engagement keeping a
steady top-of-mind communication.

7. Your Mobile Growth partner
Advanced reporting
Including site names, ad units, geo-
location and more…
Algorithmic optimization
Injesting up to 5 in-app events in real
time.
Predictive bidding
Smadex’s data engine feeds its
RTB bidder with information to
make smarter media buys.
Growth squad
Blending machine learning and
user experience
100% transparent inventory
Giving you Brand security and campaign
integrity
Creative Optimization
Best mobile creatives optimized for
performance
The perfect mix of tech
and growth expertise.
Seamless Integration
With your MMP & Analytics Tools

8. Growth Squad
Even with Smadex’s advanced machine learning, it’s
the people that bring life to your campaigns and
ensure we realize your goals.
Delicate client services
Whether you are benefiting from our managed or self-
serve options, you will have a highly qualified team
dedicated to regular communiction, account strategy and
quarterly business reviews.
Mobile Growth Experts
Every campaign we onboard is reviewed by our Campaign
Comitiee of mobile growth experts. Our senior programmatic
leaders invest time in every campaigns live on our platform. We
require group agreement on yourfuture success before
accepting one of your campaign dollars.
Advanced media buyers
Combine media buying experience in over 20 years
Experts in performance optimization, creative a/b testing, and
platform manipulation accesing global inventory in more tan
100 countries.

9. Integrations
Custom Integrations
Available On Demand.

10. Multi Dimensional
Reporting
Rediscover your mobile campaigns with unparallel
transparency and bid level detail. Compare metrics
head to head, and transform correlations into insights.
Flexibility
Mix and match from up to 25 dimensions and 50
metrics to build the reports of your dreams.
Lightning fast reports
No need to download raw spreadsheets to get
actionable insights.
Head-to-head comparisons
Compare performance graphs over time for
every dimension you want.

11. All industry Ad Formats
Display Banners Rich Media Native Video Playable

12. Video Ad Formats

13. Some Publishers

14. Arts & Entertainment
Automotive
Business
Careers
Education
Family & Parenting
Health & Fitness
Food & Drink
Hobbies & Interests
Home & Garden
Law, Gov't & Politics
News
Personal Finance
Society
Science
Pets
Sports
Style & Fashion
Technology &
Computing
Travel
Real Estate
Shopping
Religion & Spirituality
How You Can Target
Location IAB Channels Premium Media Clustered
Audience
Global
Nacional
Regional
Local
Hyperlocal
Contextual Targeting
General Audience
Women
Men
100% National
Coverage
3G | 4G | Wi-fi
Semantic Key-word
targeting
Targeting Contextualised
Mobile Retargeting
Digital + Physical
CRM On-boarding
via API
More than 250
Channels and
Subchannels
Digital + Physical

15. Studio Creative Lab
Smadex mobile-first DSP is built for the mobile
performance marketer. Integratin the best in-app
RTB connections, with mobile ad serving
Mobile formats
Use a look-a-like targeting to reach
users who are more likely to be an
active user.
Top in-app RTB connections
Real time testing of creative format
and placement to increase
engagement from your ads
Advanced media buyers
Reach your target audience connecting
with the top RTB mobile inventory
markets.

16. Upgrade your Mobile
Acquisition Strategy today

17. About us
Headway is a leading data-driven growth marketing company servicing
mobile apps, brands and ad-tech companies on their digital strategies
integrating its mobile-first DSP, Smadex, and state-of-the-art partner
platforms. Headway helps brands optimize and target ad campaigns
with rapid innovation, cutting-edge technology and strong multi-channel
operations. Headway is a business unit of Entravision Communications
Corporation (NYSE: EVC), a diversified global media, data and
technology services company
- User Acquisition
- Re-Engagement
- Mobile
- Display
- Data
- Video
- Audio
- Studio