Moloco & Xiaomi join forces to boost global ad targeting

Moloco has formed a strategic partnership with Xiaomi's International Internet Business Department to enhance ad monetisation and optimise ad conversion rates across Xiaomi's global digital ecosystem.

Moloco's advertising platform is now integrated with Xiaomi's overseas app store GetApps, as well as in-app and lock screen advertisements, allowing brands to more precisely reach target audiences and improve engagement with Xiaomi's user base.

Xiaomi currently records over 702 million monthly active users worldwide. The partnership aims to provide developers with more efficient advertising solutions, with the ambition to support growth in international markets and enable brands to access wider audiences while increasing user engagement.

Moloco's machine learning algorithms are being applied to Xiaomi's advertising inventory to drive more personalised and effective ad targeting. This includes delivering targeted placements within GetApps to facilitate app downloads for developers and giving Moloco's advertisers access to high-quality ad space spanning Xiaomi's global user base.

Xiaomi's approach, characterised by its 'Human x Car x Home' Smart Ecosystem strategy, encompasses smartphones, smart devices, and newer sectors like electric vehicles. Moloco is expected to contribute to boosting advertising performance throughout this expanding ecosystem, following the integration of its platform across multiple advertising channels, including Xiaomi's overseas app store and in-device ads.

Since the pilot programme between Moloco and Xiaomi began in 2023, Xiaomi has seen improvements in daily ad spend, reflecting a strong demand for its premium digital advertising offerings worldwide.

Moloco has also worked on optimising advertising formats, focusing on native and interstitial ads, with a smaller proportion of banner ads. This targeted use of different ad formats has enhanced conversion rates and increased both visibility and effectiveness for advertisers working within Xiaomi's platforms.

The partnership has made significant inroads in several international markets. Currently, the majority of Xiaomi advertising exposure takes place in Brazil, India, Turkey, and Germany, which has further established Xiaomi's offerings as a prominent advertising channel in these regions.

Ikkjin Ahn, Co-Founder and CEO at Moloco, stated, "As the mobile advertising industry continues to evolve, demands for efficient monetisation and the ability to target and reach the right users from advertisers continue to grow. We are thrilled to partner with Xiaomi's International Internet Business Department and leverage Moloco's deep expertise in machine learning and ad tech to not only enhance Xiaomi's ad monetisation capabilities but also optimise the campaign results and ROI of the advertisers who work with us. Moving forward, we will continue to expand our collaboration to drive further growth in the mobile advertising industry."

Qiang Song, General Manager of Xiaomi International Internet Business, said, "Our partnership with Moloco has delivered significant results in ad monetisation and campaign optimisation. Moloco has helped enhance the competitiveness of our ad platform and is enabling advertisers to precisely reach their target users. We look forward to exploring more innovative models together in the future, further unlocking growth potential and creating greater commercial value for global brands and developers."

Through the expanded partnership, both companies are aiming to create new opportunities for brands seeking to grow their presence with targeted advertising on a global scale, while continually refining and optimising their joint advertising solutions.