Fiksu, the Boston advertising technology firm, has been acquired by marketing agency ClickDealer, which delivers pay-per-click and cost-per-action campaigns. ClickDealer is part of holding company Noosphere. Terms of the deal were not disclosed.
Fiksu powers both a Mobile Audience Platform as well as DSP to help advertisers reach the right mobile audiences.
Fiksu DSP mobile ad formats
Last year, the company announced that it had scrapped plans for an IPO due to a harsh ad tech market environment and stock hits against competitors Millennial Media and Tremor Video.
Not going public wasn’t the company’s biggest worry. It then laid off 26 people or one tenth of its staff.
Micah Adler, CEO & Founder, Fiksu, now confirms that the company has 120 employees with no plans for cuts.
He adds that strong competition from Google and Facebook hampered results.
“Eighty-five cents of every new online advertising dollar goes to Google and Facebook. It’s harder and harder for small companies to compete. It is a growing market, and every year’s prediction of the growth has been underestimated.”
In a more positive blog post, he explained that Fiksu now has 1,300+ brand partners and app publishers among its clients, driving 7.2bn app downloads and 26bn app usage points. He writes:
As experts in transforming high-potential companies into definitive market leaders – with a diverse set of advertising technology businesses in their portfolio – Noosphere not only saw an incredible opportunity in Fiksu but also noted the remarkable synergy of our teams. After all, mobile advertising is surging – per eMarketer, mobile represents 63 percent of total digital ad spending in the US this year, at an expected $43B.
Christian Galvin, ex-Sales VP at Fiksu, adds:
“Fiksu has been talking to potential acquirers for a few months now. The story may not end with a successful IPO as once thought, but Fiksu provided a launching pad for many careers spread throughout the mobile ecosystem, many of whom are still employed in the Boston area.”