Fyber Opens Mediation Platform, Partners With Tapjoy

This story has been updated.

Mobile ad tech platform Fyber opened up their mediation platform, allowing ad networks to build their own mediation bundles through a standardized process.

Fyber has also announced an early partnership with ad network Tapjoy, while partnerships with NativeX, Loopme and others will be on the books soon.

The problem the company saw developers facing, says Fyber senior director of global strategic partnerships Ross Barasch, was the ability to maximize yield, while minimizing the costs associated with integration.

There is also the challenge of ensuring that the demand partners they choose are backed by quality inventory and reliable technology.

Part of what makes this possible requires two things, says Barasch.

First, a publisher integrates with Fyber’s unified SDK. With the new program, ad networks don’t need to wait for Fyber to develop a mediation bundle. “The second step is reporting KPIs, so that it can be totally standardized across networks. Having a standardized approach allows publishers to compare apples to apples.”

Barasch adds that the partnerships with other ad networks will fill gaps that Fyber might have in other countries or in more specialized audience segments.

App developers will have access to a wide variety of ad networks, allowing them to find the right mix for optimal ad pricing and fill rates, while also ensuring that existing and predicted paying customers are not distracted with ads.

Developers don’t have to wait for Fyber, Barasch notes, to develop the resources. Ad networks can build integrations themselves.

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