Two big players in the mobile advertising space are to become a combined force.
US mobile marketing and monetisation outlet NativeX has been purchased by Mobvista, the largest mobile ad firm in Asia.
The deal is worth ¥160 million ($25m), with NativeX bringing a list of partners including Square Enix, King, Zynga, Machine Zone, Disney and Rovio to Mobvista, which is valued at a worth of ¥6 billion ($915 million).
NativeX CEO Rob Weber will remain as CEO following the merger, as NativeX becomes a subsidiary of Mobvista.
“[This deal will] especially speed up our ability to supply substantial audiences in Western markets,” Mobvista CEO Wei Duan commented.