Fyber addresses inequality in mobile in-app header bids in collaboration with AdColony and Tapjoy

Anne Freier | February 22, 2018

Mobile Advertising

Fyber, the app monetization tech company, has launched Fyber FairBid, which addresses the inequality in header bidding for in-app ads. In order to develop the product, the company partnered with mobile ad platforms AdColony and Tapjoy.
Offer Yehudai, President at Fyber, explained:

“FairBid makes no judgment as to which is the better buying mechanism. We understand that many app publishers and buyers of in-app inventory wish to take advantage of the rich creative options SDKs support. The industry needs a solution that eliminates hidden and unfair “first looks” given to some buyers in a waterfall-based auction, and finally brings a state of header bidding – that has been proven successful for desktop – into the in-app environment.”

The concept is simple: FairBid lets publishers maximize their ad monetization by adding their demand to a single space for a more transparent and fair auction process. At the same time, buyers are getting an equal chance to acquire users and impressions that are of more value to them. There are no rankings, which makes the entire experience a “fair bid”.
Fyber partnered with AdColony and Tapjoy to develop the technology for buyers to place bids in real time and compete for every impression in real-time.
All impressions are awarded based on price as long as publisher brand safety standards are met.

David Pokress, EVP of Global Publishing, Partner and Account Management at AdColony, said, “Helping publishers maximize their monetization potential has always been a primary mission at AdColony, and thus we are both very much supportive of Fyber’s header bidding initiative and excited to have our technology work with theirs in this capacity.”

For publishers, the bias towards demand source is eliminated and impressions are given to buyers who are willing to pay more for it.

“FairBid represents a win-win for mobile publishers and advertisers, as it introduces a more efficient, fair and transparent approach to valuing mobile audiences,” added Paul Longhenry, Tapjoy’s SVP Strategy and Business Development. “Tapjoy fully supports this vision and we’re excited to be one of the first partners to join the initiative.”

The launch of FairBid comes at the same time as Fyber presented a new brand image. Formerly known as Fyber RTB, the company has rebranded as The Fyber Group after strategic acquisition of Heyzap and Inneractive.

“The new Fyber offers unparalleled expertise in mediation, programmatic RTB, audience segmentation and mobile video, allowing us to offer truly unique app monetization solutions to our publisher clients. FairBid is just the first step in realizing the technological value of these mergers. Together we have created a new tech order in a cluttered marketplace,” explained Yehudai.