MAU Vegas 2024 Key Takeaways: On Signal Loss, Fragmentation, and Growth Opportunities

Last April 2 to 4, AlgoriX had the privilege of sponsoring and participating in the industry-leading conference, Mobile Apps Unlocked (MAU) 2024, held at the MGM Grand, Las Vegas. The event was a treasure trove of insights, trends, and opportunities in the ad tech industry. Here’s a recap of what we learned:

The State of the Ad Tech Industry in 2024

The ad tech industry is currently undergoing a significant shift towards a privacy-first approach. This change, while beneficial for user data protection, presents challenges as we strive to balance privacy with effective advertising solutions.

Signal Loss
Signal loss, both at the platform level (SKAN, Privacy Sandbox) and regulations level, is a pressing issue. The loss of data points disrupts the systems built around them, potentially stunting growth and undermining confidence in the industry.

The increased data safeguards have led to greater fragmentation within the industry. It’s becoming more challenging to work across app stores, platforms, and devices seamlessly, making real-time data management and scaling advertising efforts more difficult.

Supply Path Optimization
Supply Path Optimization (SPO) is a hot topic in 2024. As we transition from walled gardens to an open internet, supply paths become more complex, leading to inefficiencies in the bid process. Advertisers and DSPs are seeking direct connections with publishers, eliminating resellers. However, this push for optimization risks big players monopolizing the industry, potentially reducing transparency and equity.

Opportunities in 2024

Shifting to brand campaigns
With rising costs and stagnant budgets, advertisers are constantly exploring new platforms to acquire users cost-effectively. However, the focus is shifting from acquisition to user retention and engagement, which can be more efficient in the long run. As a result, more advertisers are moving towards brand campaigns to increase brand affinity among users.

Google Privacy Sandbox
The Google Privacy Sandbox team at MAU 2024 emphasized that their APIs are building blocks, not direct replacements for current ad tech solutions. While the Privacy Sandbox provides privacy frameworks, there are opportunities to fill in the gaps for measurement and optimization. Engaging with Privacy Sandbox sooner rather than later can help industry players understand and leverage these APIs.


As the ad tech industry shifts towards privacy-first initiatives, we at AlgoriX are rethinking our solutions to prevent complete signal loss, develop new standards for data interpretation, and continue building trust in our systems. The insights from MAU 2024 will guide us as we navigate these changes and seize the opportunities that lie ahead. 



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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.