“In order to be great at retargeting, we believe that you need a user base that’s in the hundreds of thousands,” Palli said. “And it’s even better when you have over a million users because that will give you a very big pool to target to.”
Delivering targeted ads to mobile users used to pose a major challenge for advertisers, but as companies continue to develop mobile-based solutions, such as fingerprinting and device-recognition offerings, more vendors are also offering retargeted ad options for mobile devices.
Data behemoths like Facebook and Twitter are also getting into the mobile retargeting game. Facebook unveiled its mobile app engagement ads last year and Twitter recently rolled out its own mobile retargeting solution, Tailored Audiences. Fiksu also faces competition from other startups like Flurry, ActionX, Tap Commerce and URX, which all offer various forms of mobile retargeting services.
Based in Boston, Fiksu has approximately 200 employees and has raised $17.8 million since its founding in 2008.