In the meantime, Inneractive benefits by getting access to RNTS’s scale. That scale, said Bodczek, is increasingly important for mobile players as Google, Facebook and Amazon consolidate power.
“Long term, when you look at the value chain, there are a lot of companies trying to provide a publisher infrastructure layer,” said Fyber co-founder and COO Janis Zech. And the more scale you can offer demand-side partners, the more budgets you can tap into.
Inneractive has been in business nine years and previously raised about $12 million, so it’s fair to call Thursday’s deal a successful exit, but there’s increasing pressure to find shelter under a media holding company or tech platform roof.
In the past year or so, Fyber and RNTS screened around 50 companies for potential deals, which led to its three purchases, said Zech.
Though Bodczek said not to expect another transaction in the near term. “For the foreseeable future, at least, I think we’ll have our heads down,” he said. “We need to make sure that 1+1+1+1 is greater than four.”