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Industry Mobile advertising
Founded London, U.K. (2008 (2008))
Founder Victor Malachard, Paul Childs, Wesley Biggs
Headquarters London, U.K.
Area served

byyd (formerly Adfonic) was a mobile advertising buying platform that gave advertisers and agencies access to global mobile web and app inventory. It filed for administration in April 2016 [1] and ceased trading a month later.[2]


The company was founded in 2008 by Victor Malachard, Paul Childs and Wesley Biggs, and the service launched in July 2009.[3] It secured funding in 2010 and 2011,[4][5] and in April 2011 was the only mobile advertising company to make the final Telegraph Tech Start Up 100 list.[6] In December 2011, the company won 'Angel or VC-Backed Business of the Year' at the Startups Awards.[7]

In October 2012, it released its mobile Demand-side Platform (DSP) called Madison.[8]


In March 2014 the company changed its name from Adfonic to byyd [sic].[9][10] As part of the rebrand, the company structured its areas of business around two offerings: software as a service solution byyd pro; and byyd media, a managed solution for planning and executing mobile ad campaigns. [11]


  1. ^ "UK mobile ad tech specialist Byyd files for administration". The Drum. 2016-04-25. Retrieved 2016-04-25. 
  2. ^ "Byyd administrators fail to find buyer". The Drum. 2016-05-21. Retrieved 2016-05-21. 
  3. ^ "Adfonic Launches Mobile Ad Exchange". Mobile Marketing Magazine. 2014-03-27. Retrieved 2014-03-31. 
  4. ^ "Mobile ads marketplace Adfonic pulls in more personnel and cash | TechCrunch". 2010-09-10. Retrieved 2014-03-31. 
  5. ^ [1] Archived November 28, 2011, at the Wayback Machine.
  6. ^ Start-Up 100 (2011-04-05). "Start-Up 100: A-Z". Telegraph. Retrieved 2014-03-31. 
  7. ^ Startups, The. "Angel/VC-backed Business of the Year 2011 - Startups Awards by Start up a successful business". Archived from the original on 2013-05-28. Retrieved 2014-03-31. 
  8. ^ Adfonic October 30, 2012 6:00 AM (2012-10-30). "Adfonic Introduces Madison, the Smarter Mobile DSP - Yahoo Finance". Retrieved 2014-03-31. 
  9. ^ "Adfonic Rebranded as byyd NetworkRoundUp". Retrieved 2014-03-31. 
  10. ^ "Adapting to Change". Mobile Marketing Magazine. 2014-03-27. Archived from the original on 2014-03-31. Retrieved 2014-03-31. 
  11. ^ "Adfonic rebrands to byyd to emphasise its mobile DSPGoMo News". Retrieved 2014-03-31.