MUV

What MUV does

MUV is a São Paulo-based mobile advertising and telco marketing hub operating as a wholly-owned subsidiary of WPP Group. The company runs two integrated service lines: Mobile Media (user acquisition performance campaigns, the MUV Antifraude anti-fraud solution, and a Rewarded Video network for mobile gaming) and Telco Marketing (Telco Ads across operator and OEM inventory, Dados Patrocinados / sponsored-data programs, and inventory optimization). Its core customers are brands and performance advertisers seeking ROAS-driven mobile campaigns, served through direct enterprise sales, while its distribution backbone consists of channel partnerships with Brazil's four major telecom operators (Claro-Embratel, Oi, Vivo, TIM) and a long-running co-development partnership with Datami that has produced more than 30 sponsored-data programs since 2015.

The underlying technology stack combines third-party anti-fraud tools (CTIT, geo/language verification, click-spam and install-fraud protection) with an internally developed campaign-optimization methodology aimed at app-install, lead-generation, and in-app purchase KPIs. MUV monetizes primarily through performance-based mobile media (app installs, leads, registrations, in-app purchases) and advertising revenue from operator-channel inventory and sponsored-data programs. The go-to-market is sales-led, leveraging WPP Group enterprise relationships and a CRM-integrated contact form (interest areas: Mobile Media, Dados Patrocinados, Telco Ads, Outros) alongside operator referral channels. Operations are headquartered in São Paulo with a regional office in Miami, serving Brazil and the United States. The company was founded in the early 2000s as a pioneer in Brazilian mobile advertising and remains one of the largest Telco + Marketing partnership networks in the country.

Name

MUV

Website

https://muvmobile.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

MUV is a São Paulo-based mobile advertising and telco marketing hub, wholly owned by WPP Group, connecting brands with Brazilian consumers through telecom operator channels, performance user acquisition, and sponsored-data programs.

Ownership category

akta.pro rank

Product category

Mobile Advertising

NAICS

Advertising Agencies (54181), Media Buying Agencies (541830)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)

akta.pro secondary industry

Advertising, Marketing & Customer Personalization (HDAAAGAC)

Keywords

• Mobile advertising
• User acquisition
• Telco marketing
• Rewarded video ads
• Sponsored data

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Mobile Media - User Acquisition: Performance-based mobile advertising focusing on app installations, lead generation/registrations, and in-app purchases. Revenue is generated through campaign performance with focus on ROAS optimization for clients
2. Telco Marketing - Sponsored Data: Since 2015, MUV has launched over 30 sponsored navigation projects enabling users to use mobile apps without consuming data plans. Revenue generated from companies sponsoring user data access with segmentation and release control
3. Telco Ads: Advertising campaigns utilizing telecom operator and cell phone manufacturer channels and inventory for branding (video viewing) and performance (lead generation, app installations, registrations, purchases)
4. Rewarded Video: Rewarded video advertising network for mobile gaming, offering branding and performance solutions with viewability and true view metrics

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

MUV operates a mobile advertising hub delivering performance-based mobile media services (user acquisition, rewarded video, and anti-fraud protection) and a telco marketing suite (telco-ads, sponsored data/dados patrocinados, and optimization). It connects advertisers, agencies, and brands with consumers across the four major Brazilian mobile networks through exclusive telecom operator partnerships.

Product overview

MUV is a Mobile Solutions hub offering two integrated service lines: Mobile Media (User Acquisition, MUV Antifraude, and Rewarded Video advertising) and Telco Marketing (Telco Ads, Dados Patrocinados/Sponsored Data, and Optimization services). The company operates as a unified platform integrating Media and Ads Solutions to provide mobile advertising and telco marketing solutions, enabling brands to reach consumers through operator channels and performance-based campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• MUV Antifraude: Anti-fraud solution for mobile advertising providing protection against click spamming, click injection, install fraud, with CTIT control and geo/language filtering.
• Rewarded Video Network

Products and services

• User Acquisition Performance-based mobile user acquisition service that helps brands, app developers, and advertisers reach and convert new mobile users in Brazil through the MUV mobile advertising hub and telecom operator channels.
• Rewarded Video Rewarded video advertising format offered through the mobile media hub, enabling advertisers to run engagement-driven rewarded video campaigns for app users.
• MUV Antifraude Proprietary anti-fraud solution that detects and blocks fraudulent activity in mobile advertising campaigns, protecting advertiser budgets across the MUV mobile media hub.
• Telco Ads Telco advertising offering within the Telco Marketing suite, allowing brands to advertise through Brazilian telecom operator channels and owned media.
• Sponsored Data / Dados Patrocinados Zero-rated data offering that allows brands to deliver content and apps to mobile subscribers without consuming the user's data allowance, operated via Brazilian telecom operators. Delivered in partnership with Datami, with 30+ projects completed since 2015.
• Optimization Optimization suite under the Telco Marketing service line, applying analytics and optimization algorithms to improve marketing campaign outcomes across telecom operator channels.

Quantifiable outcome

• 30+ sponsored data projects launched since 2015 in partnership with Datami
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• DatamicoreStrategic or Co-development PartnerSince 2015, MUV has partnered with Datami to launch over 30 sponsored navigation projects in Brazil, enabling users to utilize mobile apps without consuming their data plans. This partnership enables companies to sponsor data access with granular segmentation and control over data consumption release.
• Claro-EmbratelcoreChannel Partner/ Reseller/ DistributorMajor Brazilian telecom operator providing mobile advertising inventory and operator channels for MUV's telco marketing campaigns including sponsored data and branding initiatives.
• VivocoreChannel Partner/ Reseller/ DistributorLeading Brazilian telecom operator partnered with MUV for telco marketing campaigns, providing access to operator inventory and mobile advertising channels.
• TIMcoreChannel Partner/ Reseller/ DistributorBrazilian telecom operator partnered with MUV for telco marketing campaigns and sponsored data initiatives.
• OicoreChannel Partner/ Reseller/ DistributorBrazilian telecom operator partnered with MUV for telco marketing campaigns and mobile advertising inventory.
• WPP GroupflagshipStrategic or Co-development PartnerMUV is part of the WPP Group, providing global brand agency relationships, enterprise credibility, and access to multinational advertising budgets and clients.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AdColony: Mobile video advertising network now part of Digital Turbine, with strong rewarded video and brand-focused video inventory. Closely comparable to MUV's Rewarded Video and Telco Ads video products.
• Jampp: Mobile performance marketing platform focused on app install, retargeting, and programmatic user acquisition. Direct overlap with MUV's User Acquisition core service.
• Liftoff: Mobile adtech company specializing in user acquisition, retargeting, and fraud prevention for app advertisers. Direct overlap with MUV's User Acquisition and MUV Antifraude offerings.
• AppLovin: Major mobile adtech platform with AXON-based performance advertising, rewarded video (through AppLovin Exchange), and anti-fraud tooling. Operates the same performance-driven mobile advertising stack as MUV at much larger scale.
• ironSource (Unity): Mobile app monetization and rewarded video advertising network, now part of Unity. Closely comparable to MUV's Rewarded Video Network product and broader performance business.
• InMobi: Global mobile adtech platform focused on programmatic in-app advertising and rewarded video. Highly comparable to MUV as both operate mobile performance networks serving brands and agencies, with InMobi operating at significantly larger scale.
• Digital Turbine: Mobile advertising and device-level media company with deep operator and OEM partnerships. Comparable to MUV's Telco Ads and operator-channel business, including sponsored data-adjacent models.
• Glispa: Mobile adtech and performance network operating across emerging markets including LatAm. Highly comparable geography and product scope to MUV's mobile media offering.
• BYYD: Mobile-first programmatic advertising platform operating globally with strong LatAm presence. Comparable to MUV as a performance mobile media hub serving enterprise advertisers.

Broad incumbents

• WPP's GroupM / Wunderman Thompson mobile units: WPP's broader global media and digital agencies compete and collaborate with MUV in mobile media buying. While MUV sits within WPP, its standalone mobile hub competes with sibling WPP agency units for mobile budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/muvmobile
• LinkedInlinkedin.com/company/muvmobile

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MUV