Future of Mobile Advertising 2020 Guide

People around the world are seeing one common phenomenon. The time spent on mobile devices is increasing and there are no signs of it slowing down. If you’re a marketer and still not paying attention to the growing mobile industry, you are going to be left behind. To present you with some figures, global internet users are spending 69% of their time on the internet using mobile. That is a 7:3 ratio of mobile vs. desktop! With this data in mind, more and more businesses are embracing the concept of mobile-first. Here are some of the trends to keep your mobile strategy up to date and optimize your marketing campaigns in 2020.

Make Mobile Apps Your Best Friend

90% of the time spent on mobile is spent on apps and this varies from messaging, games, media, and others. A mobile device is usually used by one person, unlike a desktop or laptop. This means that the behavior of a person is deeply connected to its mobile device. Just think about a day in your life. Almost no one can leave their homes without their phones. This connectedness makes in-app perfect for an advertiser who values personalization and customer experience.

Device IDs Are More Appetizing than Cookies

Cookies refer to snippets of code used to track a user’s behavior from website to website. Recently, however, more and more marketers use Device IDs instead of cookies to gather user data. With Device ID, advertisers can see a more holistic view of their targets by accessing GPS location, device type, OS, and even gender and age. This allows them to craft a message that truly resonates.

Games are for everyone

Gaming isn’t just for kids. In the US, over 23% of mobile game users are over 55 years old and 63% are female. Mobile game users exert money, energy and time on the mobile games they are passionate about. In fact, 56% of gamers play more than times per week. This gives advertisers a diverse audience to leverage.

Experiment with Ad Format

Rewarded video is one of the most accepted in-app add with a 68% positive attitude towards the ad category. Viewers are motivated to keep on watching thus, making this the perfect way to communicate with users. However, having said this, marketers should continue to explore and experiment with other ad formats.

Get Serious about Brand Safety

The last but most important aspect to bring in your mobile-first journey is prioritizing brand safety. Doing so not only prevents losses due to ad fraud, but it also safeguards your brand reputation. Consortiums like MRC help combat ad fraud and establish a clean and safe marketplace.


AlgoriX mobile exchange work with thousands of app developers worldwide providing reach to millions of users daily. Our AI supply optimization maximizes our publisher partners’ inventory performance, thus delivering better results. As an Ad Exchange, Algorix takes brand safety and traffic quality seriously. To learn more about how Algorix can help brands get better ROI, visit our website.



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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.