Adfonic rebrands to byyd to emphasise its mobile DSP

Announces 12 customer wins including  Weve

mobile ad industry has grown up - malachard

Leading mobile advertising company, Adfonic,  has rebranded itself as byyd. The move is designed to reflect the company’s evolution to a mobile Demand-side Platform (DSP). The aim therefore is to focus exclusively on the buy side. At the same time, the new company byyd has unveile 12 customer contracts based on its technology platform, called Madison.  As part of the rebrand, the company has structured its areas of business around two offerings: -  byyd pro and  byyd media. Strangely there’s no sign of the byyd logo as yet. And the URL for byyd points at a Chinese web site. *UPDATE: Logo below & URL.

byyd pro is a Software-as-a-Service (SaaS) solution.  Customers including agencies, direct clients, trading desks, ad networks and Mobile Network Operators [MNOs] license byyd’s platform and tools as a SaaS.

Whereas byyd media is a managed solution for planning and executing mobile ad campaigns.

Both byyd pro and byyd media are underpinned by the Madison technology platform.

Since byyd launched Madison in 2012, it has focused on developing cutting-edge, programmatic buying technology that leverages data from first, second and third-party sources.

Technologies such as byyd’s Precision Audience Engine and complex algorithms can enable advertisers worldwide to accurately target mobile audiences.

They do so with performance, rich media and video ad campaigns across a wide range of inventory sources thereby driving direct response, consumer engagement and brand awareness.

“The mobile advertising industry has grown up in the past five years and is now highly specialised,” explained Victor Malachard, byyd’s CEO.

“This means that business models attempting to cater to both publishers and advertisers risk underserving each party.”

He continued, “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.”

byyd is also pleased to announce 12 new customer wins for the Madison platform. They include major players across the mobile space: mobile operator joint venture Weve; and digital agencies MediaCom, Starcom MediaVest, Havas and Essence.

The list also includes the global Aegis trading desk Amnet; Interpublic’s Group’s global trading desk Cadreon; leading interactive mobile entertainment company; mobile ad network Voltari; German market leader in mobile location-based services Gettings; premium multiscreen advertising network SmartStream; and French mobile specialist MediaConnect/S4M.

“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,” commented David Sear, CEO of Weve, the joint venture between the UK’s three largest mobile networks, EE, Telefonica UK (O2) and Vodafone UK.

“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.”

* UPDATE: Adfonic has now kindly provided us with a byyd logo as above. The URL for its byyd web site is . We still think it isn’t a good idea that points to a Chinese web site. The Adfonic web site is currently still not rebranded as byyd, either.

About Hans Cett

Hans Cett is an established freelance author and consultant specialising in the mobile communications industry. He also writes for Countdown2MWC -
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