Chinese marketing tech startup acquires mobile ad platform in $232m deal

Software-as-a-service (SaaS) platform Mobvista has announced that it will acquire China-based Reyun, a third-party mobile measurement and marketing technology company.

Mobvista co-founder and CEO Clement Cao / Photo credit: Mobvista

The deal is valued at about 1.5 billion yuan (US$231.8 million) in a cash and stock transaction. As part of the deal, Reyun will become a wholly owned unit of Mobvista. Reyun CEO Tony Bai will also retain his post and become Mobvista’s senior vice president.

The acquisition will include Reyun’s full suite of products for mobile advertisers, which includes tracking insertion orders, an advertising analysis platform, and game analysis, among others.

Founded in 2013, China-based Mobvista provides integrated cloud-based platforms such as products and solutions for mobile marketing, data analytics, creative automation, monetization, and elastic cloud cost optimization.

Reyun offers data monitoring and campaign management services by analyzing data from over 700 million active devices every month. It caters to companies in mobile gaming, social networking, finance, ecommerce, education, live broadcasting, life services, and utility, among others.

This deal is expected to “strategically strengthen” Mobvista’s position in the competitive Chinese market, said CEO and co-founder Clement Cao.

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With this acquisition, Mobvista’s suite of products will be developed with insights into the Chinese market, which will help Southeast Asia-based brands and mobile applications leverage data-driven capabilities to capture new users and market share.