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Mobvista launches platform to deliver ad spot filling in apps

MUMBAI: Mobvista has launched its native and video ad mediation platform called Mintegral. This mobile supply-side platform (SSP) provides developers a global monetisation solution to maximise revenue. Smart algorithms and mediated top international ad sources combine with customisable native ad formats for optimal performance.

Launched in Beijing by Mobvista founder and CEO Robin Duan, the Mintegral kick-off ceremony also saw leaders from top app partners Camera360 and SHAREit in attendance.

Touted as the first-of-its-kind platform in China, Mintegral also promises to be an important milestone for the Indian market. After having set up its India operations in 2015, this move will help Mobvista establish itself early in the programmed purchase ad market, which is still at a nascent stage in India.

Easy to use for high revenue, seamless integration and low maintenance

Mintegral is a monetisation system, including native ad resources mediation, intelligent ad targeting, a complete operation dashboard, dedicated account teams and more. According to Mobvista chief product officer Erick Fang, “High revenue, low maintenance and ease of use make up the DNA of Mintegral.”

First, Mintegral’s mediation concept is more advanced than traditional platform-based mediation and solves the problem of higher quality traffic wasted when allocated to lower quality campaigns. Mintegral first mediates campaigns on all platforms and retrieves the optimum ad sources through smart and dynamic cross-locking algorithms. This is based on developers’ requirements to match each ad spot with the right ad for maximised benefits.

Mintegral currently mediates over 60 industry leading ad platforms and enables the classification and retrieval of native ads, claims the company.

Fang also mentioned, “Developers have traditionally had challenges to efficiently monetise without compromising the user experience. Mintegral enables smooth integration with the UIs of developers’ products for truly seamless integration and minimal disruption. We have invested heavily in optimising our SDK and have designed a wide variety of UI templates, to address the various ad demands in line different app scenarios.”

Mobvista has partnered over 1,000 apps from all over the world, with 180 million daily active users from its SDK with partners like Camera360, SHAREit, 360 Security and Clean Master.

“We are positioned as the monetisation team for developers, which determines the way we think, act and work with a developer’s best interest at heart,” Fang added.

Some of the developer-friendly services provided by Mintegral include the following: a monetisation solution, customisation by a senior monetisation consultant and design team, an estimation of ad revenue, technical support and bridging tests from senior experts and data optimisation support.

Integration of NativeX video ad and GameAnalytics data analysis

Video advertising is one of the trump cards for Mintegral. NativeX, a US-based pioneer in mobile video ad industry with its Lightning Play Video solution, was acquired by Mobvista in February. After the business integration, NativeX’s video ad technologies are integrated into mediation platform. Through an easy-to-integrate SDK, developers can easily implement various rich media ad formats, enabling higher conversion rate and benefits for developers while ensuring positive user experiences.

GameAnalytics, a European mobile game data analytics company acquired by Mobvista in July, also enhances the data analytics capabilities of Mintegral. By providing a powerful data analysis service for developers, GameAnalytics can deliver more precise advertising at the monetisation stage to improve eCPMs and relevance, says the company.

Build full-stack products from SSP and mobile productivity engine

“In the future, only full-stack service providers can survive,” Duan revealed as he explained the company vision.

Programmatic ad buying and native advertisement is the general trend of advertising industry. SSP, DSP, DMP and ad exchanges are major builders in this ecosystem. Digital advertising spend will account for Rs 12.7% of the total spend at around Rs 7,300 crore. With the gradual evolution of the mobile ecosystem, the stock proportion of programmatic advertising buys in mobile platforms is now rapidly increasing. With 1 billion mobile connections and counting, mobile is emerging as the gateway to the connected world, driving awareness, engagement and commerce for advertisers, leading to a lion’s share of the digital marketing mix.

“Mobvista is more than just a top advertising network. We are also a data-driven service company for developers. And we look forward to continuing the strong growth and success of our developer partners with Mintegral,” Duan summed up.