Fyber, a leading technology company creating solutions for smarter ad monetization, announced today the launch of Fyber FairBid, the world’s first and only mechanism to achieve a true state of header bidding for the in-app environment. Fyber is partnering with Tapjoy, one of the world’s leading mobile advertising platforms, to launch FairBid’s beta. FairBid is the first product Fyber has launched under its new unified branding and product strategy, bringing together all former acquisitions under one brand.
Fyber FairBid levels the playing field between different classes of buyers by eliminating the “waterfall” that exists in most mediation solutions for in-app inventory. Fyber’s proprietary FairBid technology allows mobile in-app publishers to maximize ad monetization by enabling all types of demand to compete in one place, side-by-side in a flat, fair, and transparent auction. It brings together programmatic demand from DSPs, direct campaigns, and SDk-mediated networks all into one, simultaneous auction, letting the highest bid win.
Built on a concept Fyber calls “programmatic mediation”, FairBid is partnering with leading SDK-mediated networks, such as Tapjoy, to develop the required capabilities for these SDK-mediated buyers to be able to place bids in real-time, and thus compete simultaneously with real-time DSP buyers for every impression. All impressions are awarded based on price, assuming the buyer meets the publisher’s standards for brand safety.
By promoting unified auctions, FairBid brings transparency and fairness to the ecosystem. For buyers, FairBid offers equal opportunity to acquire the users and impressions they value most, by seeing and being able to place a bid for each and every impression (e.g. no more ‘ranking’ in a waterfall). For publishers, FairBid drives yield by awarding each impression to the qualified buyer willing to pay the highest price for it, regardless of the buying mechanism and with no bias towards any demand source. Additionally, FairBid’s automated auctions means publishers no longer need to spend time manually managing and optimizing the demand waterfall.
“FairBid makes no judgement 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,” said Offer Yehudai, President at Fyber. “At the end of the day, demand is demand.”
“FairBid represents a win-win for mobile publishers and advertisers, as it introduces a more efficient, fair and transparent approach to valuing mobile audiences,” said 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.”
Check out PR Newswire for the full press release.