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.