Mobile app marketing platform, Fisku, recently confirmed that it had laid off 25 of its staff in the US. This is the second time this year that the Boston-based company has made cuts to its number of employees. Founder and CEO Micah Adler confirmed in an email that some of its smaller international offices would also be closed.
The move is a reflection on the fiercely competitive mobile advertising industry with smaller companies competing against the bigger advertisers.
Adler said that the staff reduction was in relation to Fiksu’s newly launched Mobile Audience Platform tool. He wrote:
“We recently launched our Mobile Audience Platform, a first-of-its kind system to help brands build and connect with target audiences at precise moments on their customer journey. As the industry moves towards more targeted, data-based advertising strategies, this new audience platform is resonating strongly with our clients and the marketplace. Due to that success, we’ve revisited our business goals and are honing Fiksu’s strategy to focus heavily on the Mobile Audience Platform. As a result, we have made these changes to the company and the team.”