Fyber’s tool lets developers select how many ad networks to initialize when a user opens their app. Fyber automatically optimizes which ones will pre-cache ads based on their relevance to the user, likely performance and highest eCPM.
“It’s really just another form of optimization,” Zech said.
Founded in 2009, Fyber, which has a headcount just shy of 300, rebranded from SponsorPay in July 2014 when it shifted focus from being primarily a mobile ad network to a full-stack supply-side platform. To that end, Fyber bought German ad server and SSP Falk Realtime in April for €10.75 million (roughly US$11 million).
Fyber, which claims to serve around 320 million active users, is in the process of integrating Falk’s ad server into its RTB exchange, an ongoing process that Zech said he expects to be complete by Q4.
In October, Fyber was acquired by German media company RNTS Media for $190 million, where it operates as an independent subsidiary. Fyber has received five rounds of funding to date, totaling $9.6 million.