New name reflects the natural development of byyd’s business model to focus exclusively on the buy side.
Mobile advertising company Adfonic has rebranded as byyd, reflecting the company’s evolution to the mobile Demand-side Platform (DSP), and unveils 12 customer contracts based on its technology platform, called Madison.
Since byyd launched Madison in 2012, it has focused on programmatic buying technology that leverages data from first, second and third-party sources.
byyd announced 12 customer wins including MediaCom, Starcom MediaVest, global trading desks Amnet and Cadreon, and Weve
As part of the rebrand, the company has structured its areas of business around two offerings:
• byyd pro, a Software-as-a-Service (SaaS) solution, whereby customers including agencies, direct clients, trading desks, ad networks and Mobile Network Operators (MNOs) license byyd’s powerful platform and tools
• byyd media, a managed solution for planning and executing mobile ad campaigns
Both byyd pro and byyd media are underpinned by the Madison technology platform.
Victor Malachard, byyd CEO and Co-founder, said: “The mobile advertising industry has grown up in the past five years and is now highly specialised. This means that business models attempting to cater to both publishers and advertisers risk underserving each party. Our mobile DSP, Madison, and ad campaign services constitute a unique, differentiated offering, leveraging cookieless technology, unlocking value from big data, and focusing exclusively on the buy side.”
He added: “As an early adopter of mobile Real-time Bidding (RTB), we are committed to providing advertisers with a comprehensive platform for precision mobile advertising and delivering more transparency, control and efficiency. With a sharp focus on programmatic buying, Madison’s algorithms enable optimisation to our client’s goals throughout the lifetime of the campaign, consistently outperforming the market and enabling advertisers to reach and engage with their target audiences wherever they may be found.”
www.byyd-tech.com