These are all things that Fiksu offered before under one roof. But that was starting to feel like a bit of a grab bag, and even some of Fiksu’s own clients didn’t know exactly what was in there.
“Fiksu 1.0’s” business units had been naturally drifting apart for some time, said Adler.
“Some people thought Fiksu was all about incentivized marketing, for example, and other people didn’t even know it was part of our business,” he said. “The industry likes to put things into very clearly defined buckets – just look at the LUMAscape. But we either got put in a bucket that either wasn’t accurate or didn’t reflect 75% of what the business did.”
Divvying up the business should give buyers a better idea of which buckets each solution or product belongs in.
“Most companies in the space have very clear, single-minded products,” said Adler.
But it’s also true that a lot of companies in the space are combating the commoditization of their offerings, SSPs and DSPs in particular.
Adler says Fiksu DSP differentiates with data and insights. Fiksu claims to have profiles on 3.6 billion mobile devices, including around 90% of all Android and iOS devices ever shipped in the US.
“It’s great to have all of those profiles, but if you don’t know what to do with them, it’s not worth anything,” Adler said.
The same could be said about any market opportunity – strike while the iron is hot. That’s something Adler acknowledged that Fiksu could have done a little better in the past, especially when it came to self-serve.
“Fiksu saw a lot of growth in the early years around our managed service, but when there was a transition in the ecosystem toward more self-serve products, we were admittedly a bit slow,” he said. “But that’s certainly something we’ve addressed by this point, and we have further enhancements to our self-service offering in the works.”
The four new Fiksu companies are actively hiring, but for the moment, they’ll mostly be staffed up and led by internal people. The company formerly known as Fiksu had a little more than 100 employees, which will now be distributed among Fiksu DSP, FreeMyApps, Fiksu Media Group and Fiksu Networks.
Beyond Adler at the helm of Fiksu DSP, longtime Fiksu CRO Spencer Scott will become CEO of FreeMyApps, while Fiksu’s VP of sales will head up Fiksu Media Group. The Fiksu Networks chief is still TBD, although Adler said it’ll likely be a hire from within.