MobFox
Gil Klein joined Amadame Media Group in 2006 as employee number 14. By 2014, he had grown deeply involved in the company's various activities and was instrumental in recommending the acquisition of MobFox. Amadame acquired the platform for approximately $12 million in cash, plus an earn-out based on performance. Klein's existing knowledge of the MobFox team, product, and market reputation made it, in his words, "a no-brainer."
MobFox operates as a supply-side platform (SSP) focused on the mobile in-app advertising space. The platform helps app publishers and developers maximize revenue through smart ad-serving, mediation, and SDK integration. On the demand side, MobFox connects with major players including AppNexus, Pocket Math, UME for video, and XAD for location-based advertising. The company also operates its own DSP to directly source demand. The business model is straightforward: MobFox makes money when publishers earn money and when demand partners find the right inventory that meets their KPIs, typically keeping 17-20% of gross transaction volume.
By 2015 (just months after acquisition), MobFox processed $18 million in gross ad spend and kept approximately $3.5 million in revenue. The platform worked with between 20,000 and 30,000 publishers, though only about 4,000 were meaningful partners—most of whom had integrated MobFox's SDK, which gave the platform leverage to deliver better results. Klein and his team employed aggressive, personal sales tactics to win high-value customers. He famously would fly unannounced to meet with key decision-makers, arriving at their offices with coffee and gifts to demonstrate commitment and discuss synergies.
In 2016, just two years after acquisition, MobFox more than doubled its volume to nearly $36 million in gross ad spend processed. The team grew to 74 people spread globally across Israel, Vienna, London, New York, Argentina, China, and India. With almost 50 engineers and the remaining staff in sales, retention, business development, HR, and finance, MobFox became a truly international operation serving major app developers and advertisers across diverse verticals including performance, brand, and location-based advertising.
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