Staff Reporters
Mar 11, 2020

Mobvista restructures units under Nativex brand; launches trading desk

TECH BITES: Mobvista will now umbrella its client services under the Nativex brand.

Mobvista restructures units under Nativex brand; launches trading desk

Chinese adtech company Mobvista is restructuring its business into three distinct divisions, with all of its previous client-facing business to be managed under the Nativex brand.

It is the first major brand overhaul since the company was founded in Guangzhou in 2013. Since then, it has expanded to 16 offices around the world, and diversified into other areas of the mobile ecosystem, including game analytics and technology services.

Now it is formalising its structure with the establishment of three business units: its core mobile advertising division, under Nativex, GameAnalytics, and technology service, under Mintegral.

Nativex was the name of the US mobile advertising startup that Mobvista acquired back in 2016, in an all-cash deal valued at 160 million RMB (about $24.5 million).

By expanding the Nativex brand to become the company's primary identity, Mobvista believes it can better focus on aligning its technology to clients’ needs.

“By upgrading our brand and providing our strategically unified mobile advertising, game data analysis and technical services, we’re ensuring clients have the ability to manage every point of their marketing campaign across the globe,” said Clement Cao, managing director at Nativex and president of Mobvista. 

Nativex has also introduced the Nativex Trading Desk, a cloud-based trading desk connected to various media platforms via marketing APIs as well as RTB technologies.

This article is filed under...
Tech Bites: Brief adtech and martech news items

Have a tech or media tidbit that could be included in this column? Email us at: [email protected]


Related Articles

Just Published

8 minutes ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.

9 hours ago

Visa names new APAC head of marketing

Danielle Jin will take over the position left open by the promotion of Frederique Covington Corbett to a global role.

12 hours ago

Initiative's Amy Armstrong elevated to global CEO, ...

Baxter will serve as chair of Initiative before taking up a new leadership role at IPG focused on "transforming and elevating" other areas of the group's portfolio.

12 hours ago

Indian agencies take 'no concrete steps' on mental ...

Exclusive Campaign India survey reveals that 71% of industry workers say their company has taken no steps to reduce stress, while 69% report no access to mental health services.