AlgoriX Wrap-up

Navigating Transformation: AlgoriX 2023 Wrap-Up

In 2023, “transformation” emerged as the defining theme for the ad tech industry. The challenges of a post-Covid landscape compelled adaptation, while the rise of disruptive technologies prompted a reevaluation of our existing advertising strategies. From integrating AI-generated content in marketing to adjusting audience targeting methods in response to evolving privacy regulations, the ad tech landscape experienced notable shifts. As we approach year-end, let’s delve into the achievements and milestones that shaped AlgoriX’s trajectory. This reflection on our collective accomplishments lays the groundwork for the strategic strides we’ll surely make in the coming year.

Future Proofing Our Products & Services

On User and Data Privacy
In the upcoming year, the convergence of three pivotal trends is on the horizon: the widespread integration of AI in advertising and the phasing out of third-party cookies, coupled with the stringent enforcement of global privacy regulations. This dynamic landscape compels advertisers and publishers to navigate the delicate equilibrium between acquiring insightful user targeting data and respecting privacy by eschewing personally identifiable information (PII). Against this backdrop, AlgoriX has proactively taken significant strides throughout this year to bolster our adherence to pertinent privacy regulations. Our proactive measures include an early upgrade to IAB Europe’s Transparency and Consent Framework (TCF) version 2.2, well in advance of the November 2023 deadline. Additionally, we have solidified our commitment to privacy compliance by signing the Multi-State Privacy Agreement in the United States. Looking ahead, we are actively developing support for the Global Privacy Platform (GPP) signal to seamlessly communicate consent information across various US states through the programmatic supply chain. This initiative aligns with the IAB Tech Lab’s announcement of the deprecation of US Privacy Signals, reinforcing our dedication to privacy-conscious practices.

On Targeting and Addressability
In the face of escalating privacy concerns and the impending deprecation of cookies, another critical challenge emerges in the realm of targeting and addressability. To empower our partners in delivering personalized and impactful advertising to their intended audience, we’ve devised a dual-pronged solution. Firstly, we’re thrilled to announce our strategic partnership with LiveRamp, seamlessly integrating their Authenticated Traffic Solution SDK into the AlgoriX SDK. This enables both publishers and advertisers to connect first-party user data, ensuring precise targeting while upholding privacy standards. Secondly, we’ve bolstered our use of contextual signals, strategically incorporating them into our OpenRTB requests to maintain pinpoint targeting accuracy while prioritizing privacy. We’ve also made proactive improvements to our Android and iOS SDKs and collaborated with publishers on context-aware strategies to ensure a smooth transition amidst industry changes.

On Market Fairness and Transparency
Since our inception, AlgoriX has been unwavering in our commitment to advancing market fairness and transparency. In 2023, we intensified these efforts by actively participating in Prebid’s global task force. Central to this task force’s objective is the promotion of collaboration, trust, and transparency across the industry through the application of Prebid technology, ensuring an equitable landscape for all by facilitating fair competition for developers’ inventories. Leveraging our expertise in mobile advertising, we developed a Prebid-based solution tailored for app developers, while concurrently advocating Prebid as the industry standard. Additionally, we proudly introduced AlgoriX’s Prebid SaaS solution, empowering our partners with unparalleled control and transparency over their monetization and advertising endeavors.

Making Global Strides

As borders opened and everyone embraced the post-Covid era, our team seized numerous opportunities to engage with partners across the globe this year. Noteworthy among these were three key events that punctuated our journey. We kicked off the year at the Game Developers Conference 2023 in San Francisco, USA. Mid-year, our journey led us to three stops in Shanghai, China, for China Joy. Later on, we hosted a convivial happy hour event in Cologne, Germany, during DMEXCO 2023. Looking ahead to next year, we are eager to expand our network further by connecting with more partners in diverse locations.

Awards & Achievements

Amidst the myriad challenges of 2023, AlgoriX stands resilient, achieving robust growth with an impressive 35% Year-on-Year increase in revenue. Concurrently, our publisher network has expanded by 45% this year, a testament to our sustained momentum. Noteworthy is the outstanding performance of our business in Europe, a result of our proactive efforts in ensuring GDPR compliance and reflected in the notable upswing in advertising investments in the region. Adding to our accomplishments, our Prebid SaaS solution garnered high commendations from industry experts at ExchangeWire’s The Wires Awards 2023. These achievements underscore the unwavering trust our partners place in our team and services. Looking ahead, our commitment remains steadfast as we strive to deliver innovative products that effectively address the evolving needs of our partners.

As we bid farewell to 2023, we’d like to extend our heartfelt thanks to our employees, clients, and partners. The challenges faced were not obstacles but opportunities to evolve and redefine our strategies. The milestones we’ve reached reflect not only our commitment to excellence, but the confidence bestowed upon us by all. In 2024, we anticipate a future marked by continued growth, collaboration, and success.



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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.