Mintegral is a mobile programmatic advertising platform focused on in-app user acquisition and monetization. Part of the Mobvista group, it connects advertisers with supply across 10,000+ publishers and 100,000+ apps through direct SDK integration. The platform delivers over 600 million daily impressions and reaches 1 million+ apps through 30+ integrated ad exchanges.
It has particular depth in gaming, where formats like rewarded video and playable ads are standard for effective user acquisition.
Mintegral provides a supply-side platform (SSP), a demand-side platform (DSP), an ad exchange, a self-service advertiser platform, a data-management platform (DMP), a creative automation platform and its own creative studio. It is one of the largest ad networks in China with 50k direct partnered apps and more than 3K mobile developer companies, including Geisha Tokyo, Good Job games, iDreamsky, Kiloo, Lion Studio, Noodlecalke, Outfit7, Ubisoft, Voodoo, and Zplay.
Who it’s for
Mintegral serves app developers and marketers globally, with strong traction in gaming, utilities, and entertainment. It works for advertisers scaling user acquisition and for publishers monetizing their apps through programmatic demand.
Ad formats
Mintegral supports rewarded video, interstitial video, playable ads, and native ads. Rewarded video gives users an in-app incentive (coins, extra lives, game currency) for watching an ad, driving completion rates well above standard video. Interstitials appear at natural break points within an app session. Native ads match the visual style of the app they run in.
Playable ads are Mintegral’s standout format. Users interact with a mini-version of the advertised game or app before deciding to install. This self-selection means users who install after a playable tend to have significantly higher retention and in-app spend than those acquired through static or standard video ads.
Playable creative is handled through Mindworks, Mintegral’s in-house creative studio.
AI and bidding
Mintegral’s Smart Bidding uses machine learning to optimize toward conversion and long-term revenue goals. Smart Bidding ad spend grew over 50% in 2024 as advertisers shifted from install volume to value-based optimization. The system learns from post-install events and in-app behavior to identify users likely to generate long-term revenue, not just those most likely to install. For gaming advertisers focused on ROAS, this distinction matters.
Publisher monetization
Mintegral’s in-app bidding connects publishers to programmatic demand in real time. Publishers access demand from Mintegral’s DSP and third-party buyers simultaneously, enabling competitive auction pricing for each impression.
