RNTS Media, the parent company of SSP (Supply Side Platform) Fyber, has completed the acquisition of San Francisco-based mobile ad tech firm Heyzap for up an initial cash consideration of $20m (£13.7m), with potential additional earn-out payments in cash and shares of up to $25m upon achievement of specified performance targets by 2017.

The acquisition extends Fyber’s reach to over half a billion monthly active users worldwide, combining Heyzaps reach of 130m Monthly Active Users (MAU) with Fybers 411m MAUs. It also increases the number of apps Fyber’s platform is integrated with to more than 7,600, and gives mobile app and game developers and publishers access to Fyber’s app monetization solutions, including mediation and ad exchange across a variety of formats; its Real Time Bidding (RTB) platform; and Publisher Ad Server.

“This marks an important milestone for Fyber, allowing us to deliver substantially broader global scale and reach for our demand partners, while offering a significantly expanded pool of advertising demand sources for publishers,” said Fyber co-founder and COO, Janis Zech. “Both Fyber and Heyzap share core values and a dedicated mission to build the most advanced developer-friendly monetization platform that will fuel the app economy of the future.”