Goodbye SponsorPay, hello Fyber: Ad optimisation platform rebrands

SponsorPay is no more. The Berlin-based ad optimisation revenue platform has changed its name in favour of Fyber, with the company calling the rebrand “a natural evolution.”

When companies change their name it can be for a myriad of reasons, but it often comes down to two main issues: either because the old name didn’t align with what the company was now doing, or because it felt like the right time to start afresh.

Take SmartFocus, formerly Emailvision. That rebranding occurred back in October because the name ‘Emailvision’ intimated an email marketing company, when infact SmartFocus was more in the cloud and CRM game.

It’s a similar story for Fyber, according to chief revenue officer and co-founder Janis Zech, who helped form SponsorPay in 2009.

“Fyber was created to help developers optimise all ad revenue sources and is a natural evolution for our company as we continue to define the future of connected advertising,” he told MarketingTech via email. “As we hit our five year mark, we wanted to have a corporate identity that reflected our technology evolution and the current products we offer.

Rebranding as Fyber is a natural evolution for our company as we work to define the future of connected advertising

“Rebranding as Fyber is a natural evolution for our company as we work to define the future of connected advertising,” he added.

The new-look Fyber offers a one-stop shop for developers to monetise their advertising, giving them access to the Facebook Audience Network, Google Ad Mob, Apple’s iAd, among others. They can run a variety of campaigns and ad-formats, as well as  providing analytics for better campaigns. As SponsorPay, the company was named in the top 10 mobile advertising companies according to a VentureBeat report earlier this year.

With claims Fyber reaches over 100 million unique users per month through its platform, Zech says it’s an “exciting” time.

“Our top priority is to continue enhancing our ad monetisation platform that has all the tools our users need to create and execute a successful ad monetisation strategy,” he said. “The rebrand will help to strengthen our position in the marketplace, and also help to establish good, relevant brand awareness.”

Fyber says there are plans to add around 70 employees to its already 180-strong workforce, with the San Francisco office expected to triple in headcount to support market growth. The company celebrated its rebrand with a confectionary-laced Twitter post:

Zech added: “We like this new name and feel it well reflects our effort to build a more sustainable and predictable revenue stream for the developers and publishers in the mobile ecosystem.”

What’s your view on company rebrands such as this?

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