{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Commercial Break","title":"CTV-06: in conversation with Phil Gontier, Chief Revenue Officer at Smadex","html":"","width":"100%","height":180,"duration":2352,"description":"In this episode we chat with Smadex CRO Phil Gontier about how a DSP born in mobile app marketing is now using CTV as a high‑impact performance channel.  Phil explains how Smadex connects the “big screen” and the “small screen,” attributes installs via IP and mobile measurement partners, and optimises to D1/D3/D7 ROAS rather than CPMs.  The discussion also covers the CTV supply pyramid, “net new” app‑install dollars flowing into broadcasters, and how CTV events like CTV Live and the RetailX CTV Summit are helping both sides understand the opportunity.\nKey discussions in this episode\n00:01 – Setting the scene: CTV as a performance playgroundIan introduces Phil as CRO at Smadex (described in the conversation as SmartX), with a background in mobile advertising, app user acquisition and programmatic.  He frames the episode as an exploration of how that performance mindset translates into the changing world of CTV ahead of the RetailX CTV event.\n01:13 – What Smadex does and who paysPhil describes Smadex as a global demand‑side platform (DSP), founded in Barcelona, that plugs into exchanges and supply‑side platforms to buy inventory on mobile and increasingly CTV.  Their advertiser customers are app and game developers who want to drive installs and re‑engagement; Smadex buys media to deliver those outcomes.\n03:33 – Connecting the big screen to the small screenPhil walks through the core use case: a viewer sits in front of a large TV while also holding a mobile phone, and Smadex serves a high‑impact CTV ad for an app or game such as Candy Crush or Duolingo.  Using shared home IP addresses plus mobile measurement partners (AppsFlyer, Adjust, Singular, Kochava, etc.), Smadex attributes installs that occur within a post‑view window back to the CTV impression.\n06:29 – Inside the measurement complexityIan notes the messy reality of different CTV environments (Samsung TV, broadcaster apps, Sky, etc.) and varying measurement models from deep subscriber data to device...","thumbnail_url":"https://img.transistorcdn.com/viS3U7hc86pEiEG51L4U2BwVUXIIEDh95XEQUPlZrbQ/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83ZThh/M2FjNTg2MzFjZDRk/MDRlNWRhZmQ3ZGY1/YTZjMy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}