HUAWEI Mobile Services launches proprietary ad exchange – HUAWEI Ads

 Huawei Mobile Services (HMS) has announced the expansion of their advertising business into overseas markets including the MEA (Middle East, Africa, and Pakistan) region. HUAWEI Ads is a supply-side and demand-side, real-time advertising marketplace through which media companies transact ad impressions with accountability, using programmatic technology, and includes a monetization tool for app publishers. The beta version of the service is currently available for advertisers, media buying agencies and app publishers.

Now, advertisers can reach an untapped pool of users. These include users of Huawei devices, third-party apps, and Huawei apps such as HUAWEI AppGallery, HUAWEI Browser, HUAWEI Assistant, HUAWEI Music, HUAWEI Video, HUAWEI Themes, and Petal Search. This empowers both publishers and advertisers to have exclusive access to a larger market share that has never been tapped into before, and market their products and services while complying with relevant privacy regulations.  

The tool also enables publishers to achieve higher fill-rates and eCPM (effective cost per thousand impressions), with the potential to increase revenue through yield management based on their ad stack strategy. Complementing this feature, the self-serve demand-side platform (DSP) uses programmatic technology to empower agencies with a powerful tool for their clients’ marketing campaigns.

Clients with access to the beta version are currently running ad campaigns across the exclusive inventory of HMS by integrating HMS Ads kits via HUAWEI AppGallery, which is Huawei’s official application store. Through this advertising platform, customers can efficiently carry out brand awareness campaigns, maximize user reach, user growth, and reach other marketing goals. HMS is working with select partners to ensure clients maximize their ROI with consistent support from their ads team, whilst ensuring that the Adtech experience is seamless and robust.

Advertisers and advertising agencies that join HUAWEI Ads can partake in an exceptional partner program, where they can maximise their returns by leveraging notable features such as unique incentives, performance tracking, and detailed metrics like client retention and more. They can also seize the opportunity to showcase their outstanding performance as a HUAWEI Ads Premium Partner.

Adam Xiao, managing director of Huawei Mobile Services in the Middle East and Africa, Huawei Consumer Business Group, said: “Advertisers are focused on how to better promote their own brands by harnessing the potential of programmatic technology, which enables them to be more visible as they target their preferred audiences and customers more effectively. The publisher’s goal is to increase revenue by having a tool that can maximize yield through robust bidding mechanisms, ultimately allowing for better monetization of their inventory and higher returns on advertising spend (ROAS).”

“Our clients across both domains are looking for a one-stop-shop tool to support them in achieving their strategic goals and, at HMS, we are doing just that. We have built our own ad exchange to facilitate both sides, powered by continuous innovation and tech capabilities in AI [Artificial Intelligence] and ML [Machine Learning]”, Xiao added.

Though the platform provides the opportunity to service this large user base with cutting-edge technology, this will only grow over time. HMS is working towards implementing its omnichannel approach – the Huawei 1+8+N strategy – across its wider ecosystem, which, alongside its core phone user base, includes users of smart TVs, tablets, PCs, and the wider IoT (Internet of Things).