US-based Digital Turbine, Inc. this week announced a definitive purchase agreement to acquire Berlin head quartered mobile ad monetisation platform Fyber. The German company offer mobile game developers ad mediation services and real time bidding through its FairBid platform. Ads served through Fyber reach over 650 million unique users per month globally.

Digital Turbine's expressed strategy is "to provide comprehensive media and advertising solutions for our partners and advertisers while enriching the mobile experience for end users through native on-device discovery," and the acquisition comes on the back of Digital Turbine also acquiring AdColony and Appreciate.

The deal to acquire Fyber follows ironSource's move to IPO with SPAC Thoma Bravo Advantage and AppLovin's acquisition of Adjust and is further evidence of the ongoing consolidation in the ad-tech space. Subject to closing conditions Fyber will become part of Digital Turbine in Q2 2021 with $150 million to be paid in cash and $400m in Digital Turbine common stock. A further $50m is to be paid out in stocks or share subject to Fyber achieving agreed revenue goals.

Ziv Elul, CEO of Fyber said, "We are thrilled to become part of the team at Digital Turbine. Fyber completed an amazing turnaround story and became a key monetization partner for top publishers in 2020. Our focus on publishers, transparency and unbiased approach plays very well with Digital Turbine's vision and what the market wants. Digital Turbine's on-device platform is a unique asset that offers tremendous synergies that our own products will be able to leverage and continue our exponential growth. Combined with the AdColony and Appreciate assets, we offer a unique and profitable growth platform."

Commenting on the acquisition, Bill Stone, CEO of Digital Turbine added, "Combined with our recently announced AdColony and Appreciate acquisitions, Fyber represents an extremely valuable puzzle piece for Digital Turbine to strategically assemble one of the largest full-stack mobile advertising solutions in the industry that will be advantageously positioned to leverage the Company's vast device distribution footprint and array of innovative products, such as Single-Tap.  We believe that we will have all of the critical elements of a truly unique next-generation ad-tech ecosystem that, once integrated, will enable Digital Turbine to play a far more prominent and profitable role in the fast-growing and secularly-thriving $200+ billion mobile advertising and connected TV marketplace."