Fyber & Heyzap: How We Built a Unified Platform
After Fyber acquired Heyzap in January 2016, the two companies united to build the industry’s most powerful, scalable and flexible mobile monetization platform. As co-founder of Heyzap, Immad Akhund has been deeply involved in helping to build that platform.
Bringing the best of both platforms to our publishers — starting with the launch of banner mediation, Hybrid Interstitials, increased dashboard speed, and with many more enhancements to come — we asked Immad about how the engineering and product teams worked together to make them happen.
Q: What were some of the developer pain points that the combined Heyzap and Fyber product teams worked to address?
In joining our teams and technologies, we sought to answer two questions: What were the features that developers needed most in a single platform? And how could we make it so that moving to the upgraded platform was fast and simple?
Q: How did you work to identify those key features?
It was a combo of intelligence and data analysis.
We relied on our deep relationships with publishers first, getting feedback from key customers across both Fyber and Heyzap. We talked to them about the features that mattered most, what they loved about the existing platforms, and what they thought could be better.
We also used our collective industry knowledge. Where did we see publishers’ needs evolving over the next 12 to 24 months, and even further into the future? We combined that knowledge and direct feedback with data on which features publishers were already using, and how.
Q: How did you solve the challenge of making the update as smooth as possible?
We thought about it in terms of what would give developers the best “upgrade path.” For example, we wanted to make sure our users could continue to access the Heyzap and Fyber dashboards in the way they were accustomed to, even as we made them faster.
The other thing was to get iterations built quickly so that developers could give us feedback on the experience as soon as possible. We started with a benchmark for how much time it should take, as well as a more abstract concept of making sure it was “as simple as a standard SDK update.” It took a few iterations to get there, but we’re proud that it’s really very quick and efficient.
Q: Are there specific features in the unified platform that you think best represent solving these challenges for developers?
Yes. The first upgrades that come to mind are some improvements to reporting. Developers need data to optimize their monetization — so the easier it is to access, interpret and act on, the more revenue they can generate. We worked on making the unified platform’s reporting tools faster for developers that want an all-in-one dashboard view, as well as teams that use the API to visualize their own data. We’ll have more to share on that soon.
We also upgraded the mediation stack to help developers capture even more demand, specifically from programmatic sources. Moving forward, the unified platform will give teams more control and flexibility in terms of how programmatic demand is factored into their existing mediation flow.