Product Solutions Clients Company Login

We are Kayzen, we live kaizen

Tuesday, January 15th 2019

Today is one of those days that I will remember for the rest of my life. When you start something new, it usually all starts with an idea which evolves into a vision. It is like a spark in your mind which keeps glowing and eventually lights a fire. I’ve had this spark in my head and it kept giving me more and more energy every day, until it lit a fire: towards the second half of last year, I realized I had to follow that passion and turn the vision into reality. Kayzen is what followed.

We are a team of mobile ad-tech veterans who are passionate about solving big business and technology problems. Most of us have been dedicating their focus to building real time ad trading systems over the past years. We are now bringing the combined technology, product and business experience together as a team to push the boundaries of the mobile advertising ecosystem further. We power the world's best mobile marketing teams to take programmatic in-house. We think the most sophisticated players in our industry are eager to take control in-house and integrate their advertising campaigns closer with their product, systems and processes – in real time. While managed services, the predominant way of buying ads today, have their place and value in the market for certain advertiser categories, we also believe the very best ones will eventually run programmatic in-house, pioneering new ways of running in-app user acquisition, retargeting and upper funnel campaigns.

A famous saying goes: “Rome wasn’t built in a single day”. This particularly applies to building enterprise level software. It takes time, dedication and a lot of continuous improvement. So does client adoption and implementation. We are embarking on a long term mission to change our industry to give back transparency and control to mobile advertisers while keeping up with the promise of performance and ROAS. We are looking to make it a reality. Since “Rome wasn’t built in a single day” either, we kick started Kayzen leveraging a software platform most of my team and I have been developing over the past couple of years. Rome is already there, we are now just making it bigger and more beautiful.

Before we came up with our name, Kayzen, we went through long and inspiring brainstormings within our leadership team. Choosing a name is always a big thing when you start something new. We eventually decided for Kayzen, because we all identify with the principles of Kai-zen. Its origins are in a Japanese philosophy and business culture and signify “change for better”, which translates into english as continuous improvement. We believe this is what the best mobile marketers do at their very core all the time. It’s in the DNA of all the great app developers and entrepreneurs out there! They try, fail, iterate, improve, optimize, A/B test and eventually find the best possible combination of a set of variables to yield the best return on advertising spend they can get. Our focus is supporting these people, our clients, with software and know-how to do it better and bigger leveraging the power of programmatic.

This is why client obsession stands at the core of our brand identity. Clients who challenge us and push us into unknown terrain are those that we love! Eventually, when you are pioneering something new in an already existing industry like we do, the spirit you have to wake up with every morning is: what else can I do? What can I do better? How can we add more value to those who use our product? Continuous improvement is a never ending journey.

I would like to thank my team, the Kayzen team, for trusting in me as a leader and for having made all this possible with their tireless support. This is day 1, we are at the very beginning, a new beginning, and we have nothing less in mind than leaving a big impact on this exciting, fast paced and innovative industry called mobile advertising.

Tim Koschella, Founder & CEO

Press Release

BERLIN, 15th January 2019 – After operating in stealth mode for the past few months, Kayzen is now officially launching to help sophisticated mobile advertisers take advantage of programmatic in-housing. Founded by mobile programmatic pioneers Tim Koschella (CEO) and Servesh Jain (CTO) and supported by a team of 25 specialists, mostly engineers and product managers, Kayzen provides an enterprise level software platform for app developers and agencies to take mobile programmatic in-house. The platform is built on a technology stack that has been developed for more than four years already and was acquired by Kayzen in a management buyout done by Tim Koschella end of last year. “After having been part of the app industry since early 2012, I am excited about going back to startup mode once again to work on solving big problems for mobile advertisers”, Tim adds.

Programmatic in-housing, through the use of advanced technologies and profound knowledge of RTB (Real-Time-Bidding), is transforming the digital advertising market by shifting the power from ad intermediaries to advertisers. Through the proliferation of SaaS-based ad buying platforms, advertisers can reach their audiences on publishers’ inventory directly with fewer or no middlemen taking a cut in between.

There is an increasing number of large brands who are bringing their programmatic ad buying in-house through a combination of licensed products and professional support provided by specialist consultancies. Bayer and are only two recent examples that have been vocal about their in-house strategy. A recent study by the IAB1 states that the five main reasons for advertisers to take programmatic in-house were found to be improved performance, better cost efficiency and transparency, better control (of data and targeting), enhanced realtime optimization and better accountability and focus on the brands’ goals.

However, the mobile in-app advertising ecosystem hasn’t quite caught up with this trend yet. Traditionally, mobile advertisers are working with multiple intermediaries in order to reach their audiences by placing ads in tens of thousands of ad enabled apps on iOS and Android. The lack of direct access to inventory results in a lower level of control and transparency and can cause additional problems such as a potential misuse of valuable first party data. In light of increasing scrutiny over data privacy regulations, the latter can pose serious risks for app publishers.

“Aside from the obvious strategic value of (re)gaining more control and transparency over our advertising budgets, programmatic in-housing also enables us to continuously improve our campaigns and creatives” says Kai Bolik, Co-Founder and CEO of Gameduell, one of the largest independent game developers in Europe. He adds “this is essential if you want to stay competitive in a fast paced industry like ours.”

Kayzen is funded by its founding team and raised additional money from 15 business angels of whom most are entrepreneurs with a background in technology development or app publishing.

About Kayzen

Kayzen powers the world’s best mobile marketing teams to take programmatic in-house. Built on the three key pillars of performance, transparency and control, Kayzen is a software platform which enables leading app developers, agencies and entrepreneurs to run programmatic user acquisition, retargeting and upper funnel campaigns in-house with an unprecedented scale of 60bn daily ad requests from 1bn+ unique users worldwide. Kayzen is accessible through its APIs or user interface and supports mobile video, playable / MRAID, native and banner ad campaigns.

1) IAB is the Internet Advertising Bureau, the main industry association of the digital advertising economy. More information on


For press inquiries, please reach out to: Tim Koschella e:

Thank you for you request! We will be in contact soon!

Request a demo