- Founded
- 2011-01-01 in Barcelona, Spain
- Headquarters
- Barcelona, Catalonia, Spain
Smadex is an AI-powered demand-side platform (DSP) that specialises in mobile user acquisition, connected TV (CTV) advertising, retargeting, and direct‑response campaigns. Founded in 2011 in Barcelona, Spain, the company has built a reputation for combining machine learning with programmatic buying to deliver scalable growth for mobile‑first advertisers. Its platform spans the full funnel – from acquiring new users across in‑app, mobile web, and CTV inventory to re‑engaging lapsed audiences – and is designed to serve performance‑driven verticals such as gaming, iGaming, e‑commerce, and subscription services. Smadex’s technology stack includes a proprietary AI engine that optimises bids, placements, and creative combinations in real time, alongside a Creative Studio that blends human expertise with automated ad testing. The company’s client roster has included major gaming publishers (e.g., King) and high‑growth apps, and it has been recognised for its transparent, data‑driven approach. Smadex was acquired by Entravision Communications Corporation and now operates as a key growth engine within Entravision’s Advertising Technology & Services segment, contributing over $154 million in segment revenue in Q1 2026 alone.
Detailed Review
History and Founding
Smadex was co‑founded by Jordi de los Pinos and Víctor Ruiz in 2011, with the goal of creating a globally significant technology company that puts engineering and data at the core of mobile advertising. The company is headquartered in Barcelona, Catalonia, Spain, and as of mid‑2025 employed approximately 203 people. Its flagship product is an omnichannel, AI‑driven demand‑side platform that enables advertisers to buy inventory programmatically across mobile apps, mobile web, and CTV in a single interface.
Platform and Solutions
The platform is structured around several core solutions: User Acquisition – using machine learning to target high‑value users at scale; Connected TV (CTV) – applying mobile‑performance discipline to the big screen with real‑time optimization; Retargeting – re‑engaging lapsed users with automated, cost‑effective campaigns; Mobile Subscription – leveraging direct carrier billing and programmatic buying to drive subscriber growth for carriers and brands; and Brand Awareness – delivering measurable upper‑funnel impact. Smadex also offers a Creative Studio that combines a dedicated team of designers with AI‑powered A/B testing, and a SKAN‑Ready solution that adapts to Apple’s privacy framework.
Technology and Transparency
The company’s technology is built on its own RTB (real‑time bidding) infrastructure and a deep‑learning engine that improves over time. Smadex prides itself on transparency, providing granular reporting on every impression, click, and conversion. Client testimonials from partners such as King, talabat, and 33m2 highlight the platform’s ability to deliver strong ROI and open new, high‑quality traffic channels.
Financial Performance
Financially, Smadex has demonstrated consistent growth. According to industry estimates, its revenue reached approximately $22.3 million in 2025. Following its acquisition by Entravision, Smadex became the central asset of Entravision’s Advertising Technology & Services segment, which posted $154.6 million in revenue and $34.3 million in operating profit in Q1 2026 – figures that reflect Smadex’s rapid scaling and operational leverage.
Leadership
Smadex’s leadership team is spearheaded by co‑founder and CEO Jordi de los Pinos, who remains actively involved in strategy and product direction. The executive bench includes Chief Revenue Officer Paul Childs and COO & Head of Product Albert Puigbó. The company has not publicly disclosed a dedicated CTO or CCO, but its engineering and product teams are led by co‑founder Víctor Ruiz and co‑founder/VP Product José Ramón Gómez Utrilla, respectively.
Key Products
User Acquisition (UA)
AI-powered DSP module for acquiring new app users via in-app, mobile web, and CTV inventory.
Connected TV (CTV)
Performance-driven CTV buying that applies mobile targeting precision to streaming ad placements.
Retargeting
Re-engagement campaigns that serve personalized ads to lapsed or high-value users.
Mobile Subscription
End-to-end mobile subscription service using direct carrier billing (DCB) for frictionless content access.
Creative Studio
In-house team producing and A/B testing ad creatives (video, playable, interactive) with AI support.
SKAN-Ready
Privacy-compliant measurement solutions built for Apple's SKAdNetwork framework.
Performance & Transparency
Real-time dashboards and transparent reporting, integrated with third-party measurement tools.
User Acquisition
AI‑optimised campaigns to drive high‑quality installs and engaged users across mobile and web.
Brand Awareness
Display and video campaigns focused on brand exposure and reach, supported by contextual targeting.
Retargeting & Re‑engagement
Campaigns that reactivate existing users with personalised ads to boost retention and LTV.
SKAN‑Ready
Solutions compliant with Apple’s SKAdNetwork for privacy‑safe campaign measurement on iOS.
Offices & Headcount
203 employees (approx.)
Key Persons
- Víctor Ruiz
Co-Founder
Jordi de los PinosFounder & CEO