Mobile ad firm Adfonic has rebranded as Byyd, which is intended to reflect the company’s increased focus on its mobile DSP (Demand-side Platform) business.

As part of the rebrand, the company has restructured around two offerings: Byyd Pro, an SaaS solution which can be licensed by its customers, and Byyd Media, a managed solution for planning and executing mobile ad campaigns.

“The mobile advertising industry has grown up in the past five years and is now highly specialised,” said Byyd CEO and co-founder Victor Malachard “This means that business models attempting to cater to both publishers and advertisers risk underserving each party. 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.”

Byyd also unveiled 12 customer contracts for Madison, with names including King, Weve, MediaCom, and Starcom MediaVest.