Mobile supply-side platform SponsorPay has rebranded as Fyber.

"The rebrand to Fyber is beyond just a new company name. We've been enhancing our product offerings over the past eighteen months, empowering our partners to discover and execute smarter ad monetization strategies," said Andreas Bodczek, co-founder and CEO.

"It's our mission to unify the fragmented mobile advertising ecosystem and deliver pain-free experiences that grow our partners' revenue.

"Rebranding as Fyber is a natural evolution for our company as we work to define the future of connected advertising."

On the up

With over 180 staff globally, Fyber expects to hire another 70 people in 2014, with is San Francisco office expected to triple in size.

Used by companies such as GREE, Glu Mobile and Cie Games, Fyber takes an open approach, giving developers access to hundreds of demand sources and ad networks including Facebook Audience Network, Google AdMob, Apple iAd, AdColony and InMobi.