Smadex, a top-tier mobile advertising company, has set up a branch in Seoul to beef up its presence in the Asia-Pacific region. Jo Hyung-suk will lead the innovative company’s operation in Korea. Photo courtesy of Smadex

Mobile advertising giant sets up branch in Seoul

Smadex, a top-tier mobile advertising company, announced on June 16 that the Barcelona-based company had set up a branch in Seoul to beef up its presence in the Asia-Pacific region.

Smadex specializes in app marketing by providing an innovative mobile technology platform, which places targeted advertisements on mobile gadgets.

As part of global media company Entravision Communications Corporation, which is headquartered in California, Smadex serves more than 250 apps and game advertisers across the world.

Its real-time bidding engine allows advertisers, app developers, and trading desks to acquire the highest-quality new customers and reach their target audience at scale, Smadex said.

Using real-time data and advanced algorithms, Smadex strives to enable its customers to offer customized advertisements.

Smadex provides the most complete access to mobile advertising for app marketers, while achieving ROI positive results thanks to our advanced machine learning algorithms”, Smadex CEO Jordi de los Pinos said.

Jo Hyung-suk will take charge of the new branch in Seoul. He previously headed the Korean operation of YouAppi, a performance-based mobile app marketing platform.

Smadex has been very well received by Korean advertisers, especially game publishers”, he said. “The level of transparency and real-time reporting that Smadex provides is something that advertisers have been asking for a while.”

Jo studied human resource management at Central Queensland University in Australia and received his MBA at Seoul School of Integrated Science & Technologies.

Observers point out it remains to be seen whether the Seoul branch of Smadex will be able to duplicate its global dominance in Asia’s fourth-largest economy.

“Korea is a highly competitive market full of tech-savvy customers. Smadex would try hard to make splash in the market,” an industry source said.