Mobile utility developer Cheetah Mobile has unveiled the Cheetah Ad Platform, a new ad tech platform that works with brand advertisers, publishers and developers to reach and engage with global consumers at scale.

Uniting Cheetah Mobiles owned and operated apps and its Cheetah MediaLink media ad network, the ad platform aims to provide brands with a unique opportunity to reach the right audience, at the right time and in the right format to attract users throughout the purchase cycle.

“Our goal is to become one of the leading global mobile advertising platforms,” said Sheng Fu, CEO of Cheetah Mobile. “The launch of the Cheetah Ad Platform will rapidly accelerate our progress toward this objective. We look forward to providing our state-of-the-art mobile ad technology to our partners and helping them achieve their goals within the mobile ecosytem.”

A leading mobile app developer, Cheetah Mobile has a user base of 1.34bn installations worldwide and 440m MAUs on mobile. In addition, Cheetah has expanded its media reach through acquisitions of Zoom Interactive and MobPartner, complementing and diversifying its mobile network.

The Beijing-based company is the second largest internet security provider in China, and has focused largely on utility based apps as its primary business, although has also produced gaming and photography applications.

“We are building one of the most robust mobile advertising platforms in the world,” said Djamel Agaoua, senior vice president of worldwide sales at Cheetah Mobile, and former CEO of MobPartner. “The Cheetah Ad Platform gives advertisers and publishers full transparency into inventory, ad placements, and performance. Advertisers can broaden their reach with confidence and capitalise on a massive global audience.

“Our robust measurement, targeting, and optimisation solutions are designed to deliver against key performance indicators, such as return on investment and consumer lifetime value for advertisers.”