International programmatic platform, hybrid.ai, has launched its new startup, hybe.io, aimed at disrupting the status quo of mobile programmatic and enabling mobile app developers to take control over user acquisition and retargeting through an in-house Demand-Side Platform (DSP).
Spearheaded by former platform solutions executive of Kayzen and product director of hybrid.ai, Vladimir Khudiakov, together with hybrid.ai’s founder and global CEO, Dmitry Cheklov, will also shed light on learnings and insights that mobile app developers can derive from buying programmatically. This will allow mobile app developers to further improve their buying strategies and performance in addition to saving money through a Software as a Service (SaaS) pricing model.
Some of the larger mobile app developers are already utilising programmatic in-house. However, in order for it to work effectively, it requires persistence from the perspective of campaign optimisations, hypothesis testing, and long-term commitment and consistent collaboration between an app developer and its in-house DSP. Currently, in-house DSPs can be demanding to operate, lack transparency on data points required for detailed analysis and optimisation. As a result, many early adopters abandon programmatic in-housing.
hybe.io is aiming to change this by delivering a programmatic platform that suits not only the needs of mid-size and large apps, but will also become a commodity for programmatic in-housing across emerging apps. The company will be utilising the infrastructure and various APIs from its parent company, hybrid.ai, in order to effectively roll out its DSP; which would otherwise be a time-consuming process.
Commenting on the launch of hybe.io, its co-founder, Dmitry Cheklov said: “There are already some trailblazers among the savviest large and medium-sized mobile app developers of programmatic in-housing. However, to fully leverage it, this requires persistence from the perspective of campaign optimisations, hypothesis testing, long-term commitment and consistent collaboration between an app developer and its in-house DSP. The current situation for in-house DSPs is that they are too strenuous to operate, lack transparency on data points required for in-depth analysis and optimisation, and possess unwelcoming user interfaces. That’s why some of the early adopters tend to abandon programmatic in-housing after trying it once. I believe that our experience and production capacity, powered by a team of professional developers, will definitely change the positions of power.”
Vladimir Khudyakov, CEO at hybe.io also comments: “At hybe.io, we aim to build a programmatic platform that suits not only the needs of mid- and large-sized apps but will entrench programmatic in-housing among emerging apps. As it’s mentioned before, one of the crucial points for app developers to successfully adopt programmatic in-housing is to be able to manage, analyse, and optimise their campaigns via a thought-through user interface. hybe.io features the same well-known UI from hybrid.ai’s platform, tested and acknowledged by hundreds of media buyers externally and internally but now, tailor-made for mobile use cases. Amongst them are small and mid-sized businesses, as well as large network agencies.”
Even before the official launch of hybe.io, a number of companies have already utilised its offering. People & Screens agency – a part of Dentsu Aegis Network – consistently runs mobile ad campaigns via hybrid.ai and shared their view on the trend of programmatic in-housing. Vu Nguyen, Traffic Buying Director at People & Screens, comments: “Nowadays, more of the app developers we work with for their performance activities started to require more granular reporting. This helps them to get actionable insights for better understanding of which user groups drive the highest value for them in terms of ROAS. This valuable data can be applied for their future campaigns. Overall, we see that the programmatic industry is moving towards higher transparency and think that in-housing platforms like hybe.io will help app developers resolve this problem.”