Ex-AppLift Koschella’s new start-up Kayzen launches to take on programmatic in-house

Anne Freier

In Mobile Advertising. January 16, 2019

Kayzen, the new start-up by former AppLift CEO Tim Koschella, has now officially launched out of beta. The company provides a software platform which allows app developers and advertisers to take their mobile programmatic ad buying in-house.

Kayzen’s platform is based on a bidding technology Koschella purchased via a management buyout when he left AppLift in 2018.

From the Japanese, “Kai-zen” stands for continuous improvement and that’s exactly what the company’s founder perceive mobile advertising to be: in an ongoing process to improve.

Ever more brands such as Bayer and Cars.com are now taking their programmatic ad buying in-house. This has resulted in better performance, cost efficiency, transparency and control of data as well as real-time optimisation according to IAB.

“Aside from the obvious strategic value of (re)gaining more control and transparency over our advertising budgets, programmatic in-housing also enables us to continuously improve our campaigns and creatives” explained Kai Bolik, Co-Founder and CEO of Gameduell, one of the largest independent game developers in Europe. He adds “this is essential if you want to stay competitive in a fast paced industry like ours.”

However, the mobile in-app ad market has yet to caught up with the trend and traditionally advertisers have worked with multiple intermediaries to reach audiences across apps. That’s where Kayzen comes in to provide additional control and transparency.