Huiliang Technology announced interim results: its Mintegral business achieved a positive cycle, and revenue increased 40.6% year over year to $0.225 billion

This article is reprinted from Securities Daily.

August 31, Huiliang Mobvista $MOBVISTA (01860.HK)$ Announcement of 2021 interim results. According to the announcement, as of June 30, 2021, Huiliang Technology's revenue increased 15.3% year on year to 0.308 billion US dollars. Its programmatic advertising platform Mintegral achieved business revenue of 0.225 billion US dollars, an increase of 40.6% year on year. The compound monthly revenue growth rate in the first half of the year reached 10.1% month-on-month, and the business went into a positive cycle and achieved significant growth.

The business is moving towards a positive cycle, and Mintegral's customers and traffic are growing strongly

During the reporting period, Huiliang Technology accelerated its transformation to a programmatic business centered on the Mintegral platform, actively promoted the restoration of commercial partnerships with Mintegral's customers and traffic developers, and continuously attracted new traffic publishers. According to the announcement, the Mintegral platform's business revenue rose 40.6% to 0.225 billion US dollars. The platform effect continued to strengthen, and the business went into a positive cycle, and completely recovered strongly from the effects of increased economic friction in the second half of 2020, stricter regulatory policies on data privacy and protection by global regulators, and malicious competition from overseas competitors.

Furthermore, since Mintegral's algorithm does not rely on IDFA to obtain long-term user interest profiles for modeling, but instead focuses on estimating and modeling users' immediate sexual interests based on contextual information, and adds dynamic creative optimization factors to the algorithm, Mintegral was less affected by Apple's introduction of the “IDFA” new policy in April this year, and even benefited from the new policy due to the comparative advantages of the algorithm, and the business continued to grow.

By the end of the reporting period, the number of Mintegral platform traffic developers reached 5,226, adding 417, an increase of 8.22% over the end of 2020. Furthermore, during the rolling 12 months up to the end of the reporting period, a total of 243 customers contributed 0.1 million dollars or more in revenue to the Mintegral platform and maintained a high retention rate, strengthening the platform's operating leverage and effectively increasing the platform's popularity in the industry.

It is proposed to acquire Reyun Data to expand full-link marketing technology and adhere to the technology center strategy

In order to further improve its marketing technology matrix and lay out other marketing technology link tools such as mobile advertising effectiveness monitoring and data management tools, Huiliang Technology announced in April this year that it plans to acquire Beijing Reyun Technology Co., Ltd. (hereinafter referred to as Reyun Data). Currently, this transaction is still ongoing.

After completing the acquisition of Reyun Data, Huiliang Technology's marketing technology product line will be further expanded, and the SaaS tool ecosystem will be richer and better able to meet the needs of customers at different marketing stages. At the same time, the completion of the acquisition will also help strengthen the synergy between Huiliang Technology and Reyun Data in different regions and promote their global layout and development, while Reyun Data's complete and efficient SaaS commercialization system will also facilitate the full reuse of Huiliang Technology.

As the understanding of the service ecosystem deepened, Huiliang Technology gradually grew from a technology innovator to a technology exporter. With a deep understanding of the business and technology needs of mobile applications in different life cycles, Huiliang Technology continues to independently develop, launch and iterate products or services such as data analysis tools, marketing clouds, material creative tools, cloud technology, etc., continuously improving the SaaS tool ecosystem, and strengthening and expanding long-term partnerships with customers through integrated tool services.

In building a technology platform, Huiliang Technology has abstracted two layers of technology platforms: SpotMax, the infrastructure layer that manages cloud computing, and EnginePlus, a data intelligence layer that manages data and algorithms. These two layers of technology platforms can be decoupled from specific business scenarios and functional units, and have sufficient adaptability for business development. Currently, SpotMax and EnginePlus have launched multiple cloud computing platforms to serve more enterprise users.

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