Mintegral is the leading programmatic advertising platform dedicated to helping mobile apps grow globally. Pulse 2.0 interviewed Mintegral GM of Americas Jeff Sue to learn more about the company.
Jeff Sue’s Background
Please tell me more about your background. Sue said:
“I’ve spent over 15 years in business development, focusing on scaling existing businesses and launching new ones. My journey in the app space began with a video seeding company where I worked to find high-completion-rate video supply and collaborated with various rewarded video platforms. I then went on to work at Fyber, FusePowered, and HyprMX (all of which were ultimately acquired), which helped me build my skills and understand the mobile ecosystem.”
“I was very excited to join Mintegral as their first U.S. hire because of the opportunity to build the company’s presence in the Americas. Starting from scratch and seeing it grow into a thriving operation generating nine figures in annual revenue has been rewarding. I’m fortunate to have assembled a talented team and to have established key partnerships that contribute to our ongoing success.”
“I focus on driving growth for Mintegral and our suite of products. My team works with app developers, advertisers, DSPs, Mediation Layers, Ad Exchanges, MMPs, OEMs, and more to achieve this goal.”
“Our partnerships drive growth for our app developers, which has been a consistent priority throughout my career. We help our developer partners with user acquisition, ad monetization, creative strategies, and other tools that help them build sustainable businesses.”
“My primary responsibility is to identify and address the specific needs of each partner, enabling them to navigate the complexities of the app market. By fostering strong relationships and providing strategic guidance, I ensure that our partners can achieve their goals and can thrive in a competitive environment.”
Favorite Memory
What has been your favorite memory working for the company so far? Sue reflected:
“One of my favorite memories was visiting HQ, going camping, and working with many team members on team-building exercises. It was a great foundation of collaboration that allows us to be more effective today.”
Core Products
What are the company’s core products and features? Sue explained:
“Mintegral is a global programmatic mobile ad platform that helps apps achieve success through comprehensive solutions for user acquisition, ad monetization, creative analysis and delivery, and advanced analytics.”
“We offer a full-stack approach covering supply and demand sides to drive growth across all stages of an app’s lifecycle. We also offer many other solutions that help our developers along their developer journey.”
Challenges Faced
Have you faced any challenges in your work sector recently? Sue acknowledged:
“Some of the challenges in our sector have been the changes in app/game usage and spending since the pandemic. We’ve expanded our capabilities for Mintegral and our suite of products and platforms to increase revenue over time.”
“It’s encouraging that more of our partners are utilizing our solutions to generate more revenue and create efficiencies that reduce workload and costs within their organizations.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Sue noted:
“Our technology has evolved quite a bit since we launched. In the beginning, we were focused on a particular segment of the market, with a CPI buying model and standard ad formats. Now, we work with a wide range of partners and advertisers from non-gaming, brand, e-commerce, and gaming across the whole spectrum. We’ve also expanded the ad formats that are supported within our SDK to help with additional methods of monetization.”
“We make consistent updates to our optimization and have leveraged recent technology to drive performance across various buying models like retargeting, Target CPE, and ROAS.”
Significant Milestones
What have been some of the company’s most significant milestones? Sue cited:
“Mintegral has been making impressive strides as a mobile ad network, recently securing the #5 spot in Volume for Android in AppsFlyer’s 17th Performance Index, with rankings in Entertainment (#2 globally) and Utilities (#5 in Power, #3 in Volume).”
“Our latest reports on hyper-casual gaming and state of games media buying, and the launch of retargeting capabilities expanded Mintegral’s offerings and brought in new clients. All these gave the company momentum of a record-breaking $603.7 million in revenue — a 29% increase over last year. We aim to continue hitting milestones like these, as a high-performance leader in mobile advertising.”
Customer Success Stories
When asking Sue about customer success stories, he highlighted:
“We have many successful cases in a variety of genres, but I would say a good example of the work we do would be MWM’s Beat Maker Pro app. In a sentence, we helped them increase monetization revenue by 45%.”
Revenue
When asking Sue about the company’s revenue details, he revealed:
“I’m happy to share some insights on our recent financial performance. Mobvista, our parent company, reported impressive growth for the first half of 2024 in August 2024, with revenue reaching $638.3 million—a 26.1% year-on-year (YoY) increase. Mintegral contributed significantly, setting a record $603.7 million in revenue, up 29% YoY, with accelerated growth of 32.4% in the latest quarter.”
“Our advanced machine learning-driven UA tools have been vital to this success, including Target ROAS and an enhanced Target CPE model, which now powers over 60% of Mintegral’s revenue. These solutions help clients achieve higher returns, with some seeing up to a 20% increase in ROI. Mobvista’s consistent performance over the last seven quarters highlights our commitment to growth and profitability.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Sue assessed:
“The mobile advertising and marketing industry is expected to reach an estimated global market size of $402 billion in 2024, fueled by the growing use of mobile devices for digital interactions, social media expansion, and the rising popularity of apps in general.”
“With consumers increasingly favoring mobile platforms, the industry is projected to continue its robust growth as digital marketing adapts to a mobile-centric landscape.”
Differentiation From The Competition
What differentiates the company from its competition? Sue affirmed:
“Mintegral has a full advertising stack technology, which essentially means we offer both a DSP and SSP. With direct access to supply through our SDK, our advertisers have a more direct and efficient path that allows them to be more effective in reaching their goals.”
“The combination of our algorithm, creative abilities, and key partnerships allows Mintegral to help many global app developers succeed.”
Future Company Goals
What are some of the company’s future company goals? Sue pointed out:
“We continue to expand into non-gaming and e-commerce. As our advertising buying models have evolved, Mintegral can solve different problems and it allows us to work with a different set of advertisers. The company is also evaluating other advertising mediums or app stores to see what is viable for our partners.”
Additional Thoughts
Any other topics you would like to discuss? Sue concluded:
“Artificial intelligence is an inevitable topic. The intersection between AI and gaming shows increasing promise, and AI will help streamline many tasks for game companies, empowering developers to do more with less.”
“For example, advancements in machine learning are also enhancing mobile ad targeting and personalization, allowing brands to deliver highly tailored content and engage consumers more effectively. AI also enables marketers to generate new ad creatives for testing or eventual deployment quickly.”
“It will be interesting to see how the ecosystem evolves — and, of course, Mintegral is heavily investing in machine learning developments to give our customers an edge in the market.”
