The Algorian Way: Advertising Product Director Austin Bai on Harnessing Customer Demand to Build a Stronger Programmatic Marketplace

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Excellence is part of the AlgoriX DNA. That’s why we’re always on the lookout for stellar talents who can elevate our products and services to greater heights. For our last employee spotlight of the year, we’d like to ask you all to help us welcome Austin Bai, who will take on the role of Advertising Product Director at AlgoriX.


Though it’s his first week at the office, Austin hit the ground running, and we’re fortunate we got to catch up with him for a quick chat.


1. Welcome to AlgoriX, Austin! Everyone’s excited to get to know you, so can you please share three fun details about yourself?


  • I come from a technical background and used to be a software & database developer myself. I am extremely fascinated by cutting-edge technologies and how our daily lives are constantly changed and improved by them.
  • I am a huge sports fan especially in soccer, basketball, and F1. I play soccer with my team every week and sometimes in amateur soccer tournaments locally in Singapore (And won a couple of them as a team before).
  • I love history, culture, and music. I enjoy travelling to different counties, making friends with people of different backgrounds, and learning about their rich culture and history (And, of course, local cuisine too).

2. You’ve had a lengthy and rich career in ad tech and product operations. Can you tell us about your role at AlgoriX and how you plan to harness your experience to contribute to your current work?


My career has always been around digital advertising. Prior to joining AlgoriX, I have been focusing on building advertising products to achieve the best monetization performance, while ensuring the Trust & Safety of the advertising marketplace. My experience in the e-commerce industry has also given me the opportunity to understand the needs and challenges of top advertisers in the market. I hope my product and technical experience can further sharpen AlgoriX’s offerings to our publishers, buyers, and advertisers.


3. Since it’s the end of the year and everyone’s making plans for 2023, can you preview what you’ll be focusing on next year product-wise?


In 2022, we have achieved tremendous results with our publishers, buyers, and advertisers. In 2023, we will continue devoting our product and technical efforts to building a stronger programmatic marketplace platform with more capabilities & integration options for our clients to connect, scale, and optimize with our global inventory and demand.


4. On a more casual note, what’s your favorite movie, your most played song this year, and words you live by?


  • I am a sci-fi fan. One of my recent favourite movies is Tenet. My most played song of the year, surprisingly as what Spotify Wrapped told me, is the Main Title Theme song of Westworld (The HBO sci-fi TV series).
  • As a product person, the words I live by are “Fall in love with the problem, not the solution.” We should always fully understand the requirements & needs of our clients rather than rushing into a solution.

5. Any last thoughts for the team and our partners?


As I get to know more AlgoriX team members during my first week of onboarding, I am really impressed by the talent, passion and innovative mindset of each individual. I undoubtedly believe that with such a dedicated and talented team, we will continue to deliver world-class services and solutions to our publishers, buyers, and advertisers. Really looking forward to the coming years to grow and scale up our business together with our clients.


Want to learn more about how Austin can help drive your business to success? Get in touch.

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Pranav Kataria

Associate 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. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. 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

SVP, Revenue Growth & Strategy

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.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.