Fyber, whose clients include GREE, DeNA, Viggle and Kik, is strongest in the freemium segment, where its focus has been on gaming, social networking and communications. Apps in that space, which generally monetize via two main sources – in-app purchases and advertising – are often challenged with ensuring that their “advertising does not cannibalize in-app purchase revenues,” Zech said.
“It’s crucial to offer a set of publisher tools, for example audience segmentation, to make crucial decisions on which segments to serve ads to, or stack management solutions to make decisions for your ad stack without updating your native app,” Zech said.
Freemium app publishers also have to tap into ad exchanges and mediate multiple different ad networks across video and display to make sure they’re getting the highest fill rates and the best eCPMs.
That’s the niche Fyber is looking to fill. “Our goal is just to make app monetization smart and simple for publishers,” Zech said.
Falk’s roughly 20 employees, including the company’s co-founders, will join the ranks of Fyber’s existing 260 employees, although the Falk crowd will remain at their home base in Dusseldorf. Fyber maintains two offices, one in San Francisco and a second in Berlin, where the engineering team is based.
Fyber, which is one of Facebook’s ad network partners, was itself acquired by German media company RNTS Media in October for $190 million. RNTS is a publicly traded company on the Luxembourg Stock Exchange. As an independent subsidiary of RNTS, Fyber retained its existing management team and both Zech and co-founder Andreas Bodczek joined the RNTS advisory board.