Partnership enables Facebook Audience Network to place bids in real time and compete in a unified auction
Fyber (FSE: FBEN), a leading technology company creating solutions for smarter ad monetization, announced today that Facebook Audience Network is partnering with Fyber FairBid, Fyber’s new mechanism to achieve a state of header bidding in the mobile app environment, thus helping app developers and mobile publishers make the most of their content by delivering highly-targeted ads that engage the right audiences, in an efficient, and fair trading environment.
The Fyber FairBid technology enables buyers like Facebook Audience Network to bid in real time on mobile app impressions, while still maintaining the direct SDK relationship with the publisher.
Fyber FairBid allows SDK networks like Facebook Audience Network to access more in-app inventory and offers its advertisers the ability to outbid other buyers in real-time, which is a significant shift away from the predicted pricing model used by most mediation platforms. Facebook Audience Network joins AdColony and Tapjoy who are already FairBid beta partner networks.
For mobile publishers, Fyber’s proprietary FairBid technology offers an independent, unbiased platform which eliminates the “waterfall” found in most mediation solutions and does not prioritize its own marketplace or ad network over ads from the other mediated networks. Because there is no bias in favor of any one demand source, the highest bid wins, regardless of which network the demand is coming from.
“Fyber’s technology democratizes the programmatic buying process by providing all ad buyers equal ability to bid on every impression,” said Vijay Balan, Head of Publisher Solutions Partnerships at Facebook Audience Network. “We believe all app publishers and developers should have access to a more transparent and more efficient ad monetization ecosystem.
Fyber FairBid brings together programmatic demand from DSPs, direct campaigns and SDK-mediated networks into one, simultaneous, real-time auction. By allowing all demand to compete in one flat, fair, and transparent auction which does not favor one source of demand over another, it ensures greater competition and an uplift in yield for in-app publishers.
“Fyber FairBid combines our proprietary real-time bidding exchange focused on in-app with our strong mediation platform to bring transparency, yield optimization and more automation to mobile publishers and app developers,” said Offer Yehudai, President at Fyber. “Through our technological capabilities, and through strategic partnerships with ad networks like Facebook Audience Network, we are eliminating inefficient waterfalls that leave money on the table. At the same time, publishers can still enjoy the ad rendering benefits offered by these networks as the SDK integrations with their clients are maintained.”