Fyber launches FairBid to mediate ads

Fyber, a marketing tech company, has announced the launch of a new ad mediation platform, FairBid.

Features include the ability to manage individual ad real-estate within an app, to call a single demand source multiple times in the same waterfall at different price points, and the option to manage the waterfall manually or enable all demand sources to be automatically optimized and re-prioritized. There’s also built-in unified auction providing access to over 180 DSPs.

Supported bidding ad networks are Facebook Audience Network, Tapjoy, AdColony and Mintegral. Mediated ad networks meanwhile include AdMob, Applovin, InMobi, Chartboost, Vungle, Unity Ads, hyperMX and IronSource.

In a statement to PocketGamer.biz, Fyber President Offer Yehudai said the company was in active discussions with all major ad networks about gradually migrating from the waterfall to bidding.

“We are going to add about 10 more in the next 12 months,” he said.

Fyber claims that an A/B test with developer Melsoft saw its game Toy Defense 2 see a 30 percent increase in average revenue per daily user.

Programmatic future

Fyber is one of a number of companies offering a platform that shifts away from the waterfall model of advertising to header bidding.

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