Huawei Mobile Services Announces Huawei Ads, an Ad Exchange Platform


Huawei Mobile Services (HMS) has expanded its advertising business into newer markets, including the MEA (Middle East, Africa, and Pakistan) region.

Named HUAWEI Ads, the supply-side and demand-side features real-time advertising marketplace through which media companies transact ad impressions with accountability, using programmatic technology, and includes a monetization tool for app publishers.

The beta version of the service is currently available for advertisers, media buying agencies and app publishers.

Advertisers can now reach an untapped pool of users. These include users of Huawei devices, third-party apps, and Huawei apps such as HUAWEI AppGallery, HUAWEI Browser, HUAWEI Assistant, HUAWEI Music, HUAWEI Video, and HUAWEI Themes, to mention a few.

The platform would then support publishers and advertisers to have exclusive access to a larger market share that has never been tapped into before, and market their products and services while complying with relevant privacy regulations.  

The tool also enables publishers to achieve higher fill-rates and eCPM (effective cost per thousand impressions), with the potential to increase revenue through yield management based on their ad stack strategy.

There is also an accompanying feature dubbed the self-serve demand-side platform (DSP) uses programmatic technology to empower agencies with a powerful tool for their clients’ marketing campaigns.

Clients with access to the beta version are currently running ad campaigns across the exclusive inventory of HMS by integrating HMS Ads kits via HUAWEI AppGallery, which is Huawei’s official and only application store.

Through the advertising platform, customers can efficiently carry out brand awareness campaigns, maximize user reach, user growth, and reach other marketing goals.

HMS is working with select partners to ensure clients maximize their ROI with consistent support from their ads team, whilst ensuring that the Adtech experience is seamless and robust.

Moreover, advertisers and advertising agencies that join HUAWEI Ads can partake in an exceptional partner program, where they can maximize their returns by leveraging notable features such as unique incentives, performance tracking, and detailed metrics like client retention and more.

Furthermore, they can seize the opportunity to showcase their outstanding performance as a HUAWEI Ads Premium Partner.


Advertisers are focused on how to better promote their own brands by harnessing the potential of programmatic technology, which enables them to be more visible as they target their preferred audiences and customers more effectively. The publisher’s goal is to increase revenueby having a tool that can maximize yield through robust bidding mechanisms, ultimately allowing for better monetization of their inventory and higher returns on advertising spend (ROAS).

-Adam Xiao, Managing Director of Huawei Mobile Services in the Middle East and Africa, Huawei Consumer Business Group