In the first half of 2012, Guohe decided to shift the focus to game app cross promotion and established a new brand, MIX. Founded in 2010, Guohe initially aimed to become a mobile ad exchange that had integrated several mobile ad networks including AdChina, Adwo, Madhouse, InMobi, etc. It also joined Baidu’s mobile ad platform in mid-2012 in the hope to share revenues from a bigger platform.

Two years later, mobile app-focused advertising didn’t turn out to be encouraging to Guohe. The revenue shared from a bigger platform like Baidu was minor too.

Now, one year after it shifted focus to mobile game advertising, Guohe concludes it’s the right direction.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com