Programmatic vs Direct: A Media Buyer’s Guide to Mobile Advertising with AlgoriX

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Without a doubt, the internet’s limitless possibilities have given a wide array of options to consumers. This means advertisers worldwide have been finding different ways on how to reach their target market.

In the “old” times, it would take a huge amount of process to even get an ad placement in a mobile app. However, thanks to programmatic advertising, gone are the days where you have to go through everything. Before, you would have to talk to different media buying agencies, issue many Insertion Orders (IO) to different media owners and buying blindly in ad networks, then process payments one-by-one to keep the ads running.


With direct media buying, advertisers must work directly with publishers to purchase an ad placement in a mobile app, website, game, or even traditional media. Negotiation of price, ad placing, and date of publication happens usually in a span of days before closing a deal. This pattern can lead to miscommunication and human error. Not to mention the amount of time you will put into.

With Programmatic, media buying can take place in an ad-exchange platform like AlgoriX, wherein hundreds of publishers and advertisers buy and sell ad inventories. Programmatic provides greater transparency to advertisers since they know which app/sites they bought and down to ad placement level. Ad placements provided by publishers are being bought and sold five times per second. This process is called Real-Time Buying or RTB, an auction happening online that can go as fast as 200 milliseconds. That’s even faster than a blink of an eye!


Directly buying media placement commonly demands a more manual approach, so you can be more hands-on with your project. For example; you want to place a rewarded video on a publisher’s app. The real advantage of direct is the certainty of it all. You have control over everything you want your ad can be.

However, one mistake can mess up your whole media plan for the campaign. Even if you put the most engaging rewarded video on the app, your audience will still not click your ad if it’s not optimized for the right market. Hence, it guarantees customer conversion.


Every advertising professional knows that you can only count your campaign as successful if you’ve gathered all data and analyzed your sales or conversion. It wouldn’t matter if you’ve spent a lot on design and production. If your ad doesn’t sell, it’s ineffective. Thus, an ad must be fully measurable.

With direct media buying, data is gathered manually through multiple sources. It usually takes a lot of time to deconstruct your figures. On the other hand, Programmatic gives you real-time results and most DSPs have their own dashboard where you can access all relevant metrics such as impressions and revenue.

Now that we’ve clear-cut all the needed details about the advantages of Programmatic in media buying, all you have to do now is find a platform that will best suit your needs. AlgoriX empowers both DSPs and Publishers by providing a platform where transparency and brand safety are prioritized. Plus, we’ve removed the buyer’s free to help you save more when you buy ads.

For more information, visit our website at


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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.