Adfonic rebrands as byyd and announces 12 customer wins, including Weve and MediaCom
Adfonic, the mobile advertising company, has rebranded as byyd, and revealed 12 new clients, including Weve, King.com and Starcom MediaVest.
The rebrand looks to show the company’s evolution to the market-leading mobile demand-side platform (DSP), since the launch of technology platform Madison in 2012.
“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,” said Victor Malachard, byyd CEO and co-founder.
As part of the rebrand, the company has structured its areas of business around two offerings: softwear as a service solution byyd pro; and byyd media, a managed solution for planning and executing mobile ad campaigns
David Sear, CEO of Weve, the joint venture between the UK’s three largest mobile networks, EE, Telefonica UK (O2) and Vodafone UK, said: “We chose to partner with byyd on the strength of their technology platform and their commitment to work with us in developing a custom solution for Weve in such a short space of time. byyd has a good understanding of the fast-moving mobile market and importantly are able to build a product that benefits both our company and our client base. We are delighted to be live in beta running rich, first party data-enabled mobile display campaigns at scale.”
Both byyd pro and byyd media are underpinned by the Madison technology platform.