Byyd (pronounced “bid”) is the new name for mobile media buying platform, Adfonic, which has shifted its focus to concentrate exclusively on the buy side.

As part of the brand refresh, byyd now offers clients two options. Both are based on the company’s technology platform, Madison, that harnesses first, second and third-party sources for programmatic-buying tasks.

The first, byyd pro, is a software-as-a-servce solution that agencies, direct clients, trading desks, ad networks and mobile network operators can license. Then there’s byyd media, a managed option for planning and executing mobile ad campaigns.

Cookieless tracking

Victor Malachard, CEO and co-founder of byyd, revealed that Madison does away with cookie-based tracking so that is of better service to its new streamlined user base.

“Business models attempting to cater to both publishers and advertisers risk underserving each party,” Malachard said.

“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.”

In addition to the rebrand, byyd has also announced 12 new customer wins that includes digital agencies, MediaCom, Starcom MediaVest, Havas and Essence, and global Aegis trading desk, Amnet.

At the time of publishing, Adfonic’s logo and domain has not transitioned across to the new branding. A holding page is currently in place at the byyd URL, but PerformanceIN has been assured the name change will be happening later today.


The byyd website has been updated, but Adfonic remains.