Prequel

The company operates a two-sided programmatic marketplace linking mobile app publishers and SDK owners on the supply side with agencies, trading desks, ad networks and other buyers on the demand side. Its core value creation comes from facilitating real-time bidding across devices, improving yield for publishers through better fill rates and eCPM optimisation, and giving buyers access to mobile inventory with controls for targeting, brand safety and invalid traffic blocking.

On top of the exchange, it offers a proprietary campaign management platform (Phoenix) that automates optimisation (bids, eCPM, inventory filtering, regional targeting) and fraud detection. This allows demand partners to manage and optimise campaigns with less manual effort and provides publishers with higher-quality demand. The in-house app studio develops and publishes mobile apps and games, which both generate consumer engagement and create owned ad inventory that can be monetised through the exchange.

Prequel.tv is an Israel-based mobile advertising technology company operating a programmatic ad exchange and supply-side infrastructure for app publishers. It runs a cross-device, real-time bidding marketplace handling over 500 million digital transactions per day and provides a proprietary campaign management platform called Phoenix for optimisation, fraud filtering and regional targeting.

The company monetises primarily by enabling mobile app developers, SDK providers and other publishers to monetise their inventory and by connecting them with trading desks, agencies, ad networks and other demand partners. Revenue is generated via revenue-share or take-rate economics on media spend flowing through its ad exchange and managed campaign services powered by its optimisation platform. It also operates an in-house app studio that produces consumer apps and games to create owned inventory and additional monetisation opportunities.