Mobile ad tech company Fiksu lays off 25 in the U.S., closes foreign offices

Mobile marketing technology company Fiksu today made cuts to its staff for the second time in a year.

Founder and chief executive Micah Adler confirmed the news to VentureBeat in an email today after VentureBeat received a tip on the layoffs.

“Roughly 25 employees in the U.S. were impacted, and also a few small international offices were closed,” Adler wrote.

The shake-up comes just six months after Fiksu laid off 26 of its 260 employees, as reported by the Boston Business Journal.

The company announced that it was bringing in more than $100 million in revenue on an annual basis last year. It was looking into going public. But that’s no longer the case, given the fierce competition in the mobile advertising market and, as Adler himself pointed out today, “the softness in the public markets for ad tech companies.”

Fiksu, which offers analytics tools and a programmatic mobile buying system to get ads in front of desired audiences across apps, now wants to put more focus on a product it launched a few weeks ago. Adler explains:

We recently launched our Mobile Audience Platform, a first-of-its kind system to help brands build and connect with target audiences at precise moments on their customer journey. As the industry moves towards more targeted, data-based advertising strategies, this new audience platform is resonating strongly with our clients and the marketplace. Due to that success, we’ve revisited our business goals and are honing Fiksu’s strategy to focus heavily on the Mobile Audience Platform. As a result, we have made these changes to the company and the team.

Adler wouldn’t say exactly how many employees were cut.

Boston-based Fiksu started in 2008 and has had offices in London, Seoul, Tokyo, Singapore, New York, Chicago, San Francisco, and Northampton, Mass.