Prebid Ascent 2024: Why Mobile Publishers & Advertisers Use Prebid to Future-Proof Strategies

Last May 1, 2024, AlgoriX, a long-standing member of, joined top industry players at Everyman Broadway in London for Prebid Ascent London 2024. The event was a platform to discuss the latest Prebid updates and best practices. For its part, AlgoriX engaged in a panel discussion alongside Outfit7, Index Exchange, and the Verve Group to share insights on how leading ad tech companies leverage Prebid Mobile to increase their revenues.

Do you want to learn more about the important issues discussed? Continue reading the article below!

TLDR: Key Event Insights & Updates

  • Adopting a privacy-first approach is a must, but we should do so in a realistic, sustainable manner. This means that as industry players consider new solutions and approaches, consideration must also be given to their interoperability with pre-existing market dynamics. This approach facilitates a smoother transition between traditional and emergent solutions.
  • The industry must not sacrifice market fairness in the pursuit of privacy. As data access tightens, dominant industry players could gain an advantage by controlling who can access and how to monetize data. This scenario could propel the industry further towards ‘walled garden’ setups, where only select players can leverage data to gain market advantage, thus creating an uneven competitive landscape.
  • Measurement and verification face the greatest challenge in the current privacy-centric era. The emergence of more stringent regulations and changes potentially exacerbates the risk of further fragmentation leading to less granular data reporting. This could ultimately result in a pronounced lack of transparency and hinder comprehensive decision-making. Thus, there’s a need for a standardized approach and execution for measurement and verification.
  • There’s a need to create a solution addressing signal loss issues caused by privacy regulations, while ultimately still preserving user privacy. This will refine the current measurement process and promote data transparency for both advertisers and publishers, while ensuring efficient monetization and advertising results.
  • With most users now primarily on mobile, it is imperative for publishers and advertisers to intensify their efforts and investments to reach this mobile-centric audience, thereby optimizing their revenue and scaling their advertising efforts. Currently, Prebid’s mobile solution offers one of the most open and transparent header bidding solutions in the market, with higher efficiency and a shorter supply path.
  • is launching a new version of its mobile SDK. Prebid Mobile SDK 3.0 is designed to accommodate ad-related features for the modern Video UX on iOS & Android, operate independently or with third-party SDKs for ad rendering, and implement relevant iOS operating system ad-related features. It also seeks to eliminate deprecated interfaces and methods for improved efficiency. Learn more about this update through this webinar.

Why Mobile Publishers Should Use Prebid

As the sole Asian ad tech company on Prebid’s global taskforce, AlgoriX’s Director of Advertising Product, Austin Bai, joined a panel discussion moderated by Index Exchange’s Mike Mullin and participated by Outfit7’s Andrei Dinu, plus the Verve Group’s Alex Savelyev. Primarily, they touched upon the benefits of using Prebid’s mobile solution for publishers, also known as Prebid Mobile. Below are some of the key points:

Transparency and Fairness
Prebid Mobile stands out as one of the most open and transparent header bidding solutions in the market. Publishers can test and do extensive research to understand if it aligns with their business needs. This openness not only creates trust but also allows publishers to make informed decisions on their ad monetization strategies. Not only that, since advertisers can simultaneously bid on publisher inventory, it promotes fair competition. This combination of openness and fairness enhances trust and collaboration.

Efficiency and Flexibility
Prebid Mobile is the only pure auction-based header bidding solution, which can either complement other solutions or exist independently. It offers a shorter supply path for higher efficiency and optimization. Not only that, its open-source nature provides flexibility, allowing publishers to adapt the solution to their specific needs without spending excessive time and effort. This way, publishers can focus on their core business while efficiently managing monetization.

Server-Side Setup
For publishers with a wide range of products, including apps and games, Prebid Mobile’s server-side setup is perfect and offers significant productivity benefits. Because updates can be done on the server-side, implementation can be done on multiple apps at once without having to upload a new version on the app marketplace. This can be particularly beneficial for publishers aiming to maximize revenue from their diverse product range.

Why Marketers Should Invest in Mobile Channels

In recent years, AlgoriX has observed a substantial shift in brand advertising budgets towards mobile platforms. But for those stilll hesitant about putting significant investments on mobile, below are some more compelling reasons shared during the panel:

  • Unmatched Scale: In this digital era, almost every individual owns a mobile device. This ubiquitous presence allows publishers to reach users at any time and from any location. With mobiles being used for a multitude of activities, publishers have the opportunity to engage users in diverse contexts, enhancing the reach and impact of their advertising campaigns.
  • Shifting Consumer Spending Habits: As consumers increasingly use mobile devices for shopping, marketers must adapt their strategies to meet consumers where they are most comfortable spending – on their mobile devices. Not doing so represents valuable missed opportunities to execute a sale.
  • Emergence of Innovative Ad Units: As user content preferences shift, ad units also need to keep pace to continue attracting users. Thats why new mobile ad units such as audio and interactive ads have emerged to seamlessly integrate with various mobile applications and websites, enhancing user experience and engagement, thus creating opportunities for enhanced ad performance.
  • Brand Strategy Focus: Whereas in the past mobile ads were mostly performance-based, publishers are increasingly recognizing the importance of brand advertising. To optimize the environment for brand advertisements, they are establishing dedicated teams and developing strategies and tools specifically tailored for brand promotion.

The Future of Mobile Monetization

Addressability and Its Evolving Landscape
The mobile monetization landscape in the future is predicted to be shaped significantly by the rise of alternative solutions for audience addressability. With traditional tracking methods losing favor due to privacy concerns, new methods such as contextual targeting, seller-defined audiences, and third-party user ID solutions have been gaining popularity. One platform that stands out in this context is Prebid, providing the necessary operational and technical framework for innovative solutions co-built with publishers, ad tech players, and vendors. Prebid Mobile, specifically, supports customized OpenRTB parameters, enabling publishers to pass any pre-defined or dynamic targeting signals directly to their buyers from the end-user’s devices.  

Keep Data & Transparency at the Forefront
Being transparent, not cutting corners, and keeping data at the forefront of strategy are crucial steps to future-proofing mobile monetization strategies. Top publishers, for example, have started developing their own Consent Management Platform (CMP) to adapt to privacy regulations. Remember, regulation is not an enemy but are meant to protect users. Publishers should be demanding tools from SSPs and open-source products to future-proof their solutions, to maximize fill rates and eCPMs. A/B testing and trialing different user journeys can also help maximize consent. Mapping the user journey to gain consent is a best practice that should be pursued relentlessly.


To stay ahead in this rapidly evolving environment, publishers and advertisers need to harness the power of Prebid in-app. Investing in internal resources to leverage Prebid in-app through in-house or third-party hosted solutions, such as those offered by AlgoriX and Prebid, can yield significant returns. It is critical for publishers to allocate sufficient technical and commercial resources for integration and optimization right from the start. Several publishers, unfamiliar or unsure about Prebid, tend not to invest adequately in this aspect. This can hamper the growth of monetization revenue through Prebid in-app. Therefore, it’s advisable to partner with a provider who can offer comprehensive business and product proposals and growth strategies, ensuring successful adoption and optimization of Prebid solutions. In turn, advertisers seeking to invest in mobile should continue to push for fair competition and transparency, adopting a privacy-focused approach while pushing for the best possible results. This dual focus could ultimately foster user trust and drive optimal outcomes in their advertising efforts.



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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.