Moloco Expands Xiaomi Ad Partnership Globally

BEIJING, China — Moloco and Xiaomi's International Internet Business Department have entered a global strategic partnership, the companies said.

The partnership builds on a pilot program that began in 2023.

Xiaomi operates in more than 100 countries and regions and has 702 million monthly active users worldwide, the company said.

Moloco plans to integrate its machine learning algorithms into several of Xiaomi's advertising platforms, including the GetApps overseas app store, in-app advertisements, and lock-screen ads, according to the press release.

Advertising formats on these platforms primarily consist of native ads and interstitial ads, while banner ads comprise a smaller portion, according to Moloco.

Since the partnership began, daily advertising spend has reportedly increased.

Brazil, India, Turkey, and Germany account for the majority of Xiaomi’s advertising exposure, the company stated.

Xiaomi is a manufacturer of smartphones and smart devices.

The company also produces electric vehicles, including the Xiaomi SU7 model, as part of its broader strategy to connect personal devices, vehicles, and home technology.

Moloco co-founder and chief executive Ikkjin Ahn said in a statement that the partnership is intended to enhance Xiaomi's ad monetization capabilities, as well as optimize advertisers’ campaign results and return on investment.

Qiang Song, General Manager of Xiaomi International Internet Business, stated that the partnership has yielded results in ad monetization and campaign optimization.

He added that Moloco has contributed to improving the competitiveness of Xiaomi’s ad platform, enabling advertisers to reach target users more precisely.