AlgoriX Continues to Deliver Effective Campaigns with Enhanced Contextual Signals

As the digital landscape evolves and user privacy regulations become stricter, balancing effective ad targeting with user privacy becomes increasingly complex. This is particularly true following changes to Apple’s Identifier for Advertisers (IDFA) and the ongoing updates to the Android Privacy Sandbox. These changes require us, and others within the ad tech industry, to adapt and future-proof our ad targeting strategies.

At AlgoriX, we’re dedicated to assisting our demand partners in navigating this changing landscape. At the same time, we’re committed to providing precise targeting solutions that respect data privacy.

In response to these extensive changes, we’ve focused on leveraging contextual signals in our OpenRTB requests to maintain accurate targeting while emphasizing privacy. We’ve also been proactively upgrading our Android and iOS Software Development Kits (SDKs) and collaborating with our publishers to adopt context-aware strategies. These ensure a smooth transition during these industry-wide changes.

At present, our demand partners can enhance their advertising strategies through the use of contextual signals under three primary categories: user activity and engagement; device status and settings; and app metadata.

  • User activity and engagement: With signals under this category, demand partners can gain an in-depth understanding of consumers’ behaviors and interactions with digital content. This includes metrics like time spent on specific apps, click-through rates, and more. By examining these patterns, our partners can more accurately predict user interests and tailor their content accordingly, boosting ad relevance and creating a more personalized experience for the user.

  • Device status and settings: Signals from this category enable our partners to optimize their campaigns based on device-specific information. This includes details like the type of device being used, the operating system, and even battery status. Such signals can be leveraged to design ads that are not only visually appealing but also functionally compatible with the user’s device, thereby enhancing user experience while simultaneously increasing ad effectiveness.

  • App metadata: These offer insights into the types of apps a user frequently engages with or the kind of digital environment they prefer. Whether they are shopping apps, gaming platforms, or news outlets, understanding these preferences can help advertisers align their ads with the user’s interests, leading to higher engagement and conversion rates.

By offering a diverse range of contextual signals, we aim to equip our demand partners with a robust set of data points that will allow them to create more targeted, relevant, and effective advertising strategies. More importantly, with these, our partners can continue to understand and reach their audience in a more precise and meaningful way, all without resorting to the use of Personally Identifiable Information (PII).

Additionally, to further aid our partners seamlessly transition to a cookieless era, we also recently announced our partnership with LiveRamp. By integrating their solutions, we aim to accelerate addressability in the mobile advertising ecosystem. All these safeguard user privacy, contribute to building consumer trust in the industry while simultaneously allowing advertisers to optimize their campaigns and maximize their return on investment.

For more information on which contextual signals AlgoriX has on offer or for further questions on our efforts to future-proof audience addressability, please reach out to your AlgoriX Account Manager. Alternatively, you can send us a message here.



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Pranav Kataria

Senior Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation. Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

Chief Revenue & Operations Officer

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.