What DU Ad Platform does

DU Ad Platform (DAP) is a mobile advertising monetization platform built on Baidu's global app matrix and operated as a subsidiary of Baidu (Hong Kong) Limited, headquartered in Beijing's Haidian District. The platform offers a unified, self-serve turnkey monetization solution for mobile app and game developers, aggregating inventory from 50+ ad channels and serving ads against 800 million monthly active users with 3.5 billion daily ad requests. Its core technology rests on a proprietary Peak Selection Algorithm that ranks bids by product, country, user, and time, behavior modelling built on 1.6 billion users for targeting, and 7 global IDC nodes for connectivity and conversion optimization. SDKs are delivered in ultra-small 100KB packages across Android, iOS, Unity, and Cocos2d, supporting Native Ads, Interstitial, Banner, Offerwall, Video, Rewarded Video, and Trigger ad formats.

The business model is a revenue-share marketplace: DU Ad Platform takes a take rate on ad spend flowing through its mediation layer and pays developers monthly in USD, with a $100 minimum withdrawal threshold. Go-to-market is product-led growth through a self-serve developer portal (ssp.do-global.com), SDK downloads, and developer documentation, supplemented by local-language sales/marketing offices in Brazil, India, Indonesia, Thailand, Egypt, Japan, and the United States. The platform reports 2,400+ registered developers, 35,000 stable online offers, and 50+ qualified publishers globally, with no publicly disclosed pricing tiers, headcount, or revenue figures. Distribution is API-first and SDK-first, with a Reporting API and ADX Reporting API for programmatic access to performance data. AI/ML is applied in three areas: bid optimization (Peak Selection Algorithm), user targeting via behavior modelling, and fraud/anomaly detection.

Name

DU Ad Platform

Legal name

Baidu (Hong Kong) Limited

Website

https://ad.duapps.com

Company type

Private

Operating status

Operating

Short description

DU Ad Platform is a Baidu-owned mobile ad mediation and monetization platform that serves 2,400+ app and game developers globally with 50+ integrated ad channels, behavior-driven targeting, and SDKs for Android, iOS, Unity, and Cocos2d.

Ownership category

akta.pro rank

Product category

Mobile Advertising Platform

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Prepackaged Software (7372)

akta.pro primary industry

Demand-Side Platforms (DSP) (BPAMALAB)

Keywords

• Mobile ad platform
• App monetization SDK
• In-app advertising
• Rewarded video ads
• Programmatic ad exchange

Headquarters

HQ city

Haidian

HQ country

China

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Operations, Personnel, Marketing or Sales

Revenue model

1. App Monetization Revenue Share: DU Ad Platform serves ads in developer apps and shares revenue with developers. Developers earn by displaying ads; settlement occurs monthly with withdrawal requests processed between 11th of last month to 10th of current month. Revenue is settled in US dollars.
2. Ad Inventory Sales: Platform aggregates ad inventory from over 50 ad channels globally and serves ads to 800 million monthly active users. Revenue generated through ad impressions, clicks, and conversions (CPA offers where users install and activate apps).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

DU Ad Platform (DAP) is a mobile advertising monetization platform based on Baidu's global app matrix that provides turnkey monetization solutions to mobile app developers. It aggregates more than 50 ad channels globally, serves ads through lightweight SDKs across Android, iOS, Unity, and Cocos2d, and uses a peak selection algorithm and behavior modelling on 1.6 billion users to maximize fill rate, eCPM, and ARPU for publishers.

Product overview

DU Ad Platform is a unified mobile advertising monetization platform that integrates multiple ad formats and SDKs. The core DAP platform is supported by specialized SDK modules including Basic SDK (HW and CW variants), Video SDK, Weather SDK, Trigger SDK, iOS SDK, Unity SDK, and Cocos2d SDK. These SDKs provide Native Ads, Interstitial, Banner, Offerwall, Video, Rewarded Video, and Trigger ad formats. The platform also offers ARPU Analysis for revenue analytics. The SDKs range from 100KB ultra-small packages to full-featured game engine integrations, enabling developers to monetize apps across Android, iOS, Unity, and Cocos2d environments.

Differentiator

Problem solved

Functional benefit

Products and services

• DAP (DU Ad Platform) Turnkey mobile advertising monetization platform that aggregates 50+ global ad channels, provides real-time bid ranking via a peak selection algorithm, and uses behavior modelling on 1.6 billion users to help mobile app developers maximize monetization efficiency and gross revenue.
• Basic SDK (HW) Native Ads SDK for Android, supporting Android 9.0 and Kotlin, with ultra-small 100KB package size for lightweight integration.
• Basic SDK (CW) Multi-format SDK for Android supporting Native Ads, Interstitial, Offerwall, and Banner ad formats.
• Video SDK Video advertising SDK achieving 77%+ video completion rate and 42%+ CTR with automatic rotation during video playback.
• iOS SDK iOS SDK supporting Native Ads, Interstitial, and Banner formats, offering monetization efficiency competitive with top ad networks and single-click integration.
• Unity SDK SDK for the Unity3D game engine supporting Interstitial, Banner, Offerwall, and Video ad formats on Android and Interstitial on iOS.
• Cocos2d SDK SDK for the Cocos2d game engine supporting Interstitial and Video ad formats.
• Weather SDK Weather Wizard SDK for Android providing weather-based advertising integration.
• Trigger SDK Trigger Ads SDK for Android enabling context-triggered advertising interactions within apps.
• Rewarded Video Ads Rewarded video ad format with abundant game-specific offers and high fill rate, delivering 77%+ video completion rate and 42%+ CTR with automatic rotation during video playback.

Quantifiable outcome

• 77%+ video completion rate for rewarded video ads
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• Facebook (Audience Network)coreTechnology or IntegrationFacebook placement ID integration allows dynamic ranking of multiple ad channels with DAP's peak selection algorithm to maximize monetization revenue. Developers can optionally add Facebook placement ID for enhanced ad channel optimization.
• 50+ Ad ChannelscoreTechnology or IntegrationOver 50 ad channels globally integrated into the platform, including premium direct customers and ad requests from DU Apps series products. Millions of offline orders fulfilled.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Digital Turbine: Digital Turbine offers mobile ad mediation and on-device app delivery for carriers and OEMs. Adjacent competitor to DAP in mobile ad monetization, with stronger carrier/OEM distribution channels.

Direct peers

• Chartboost: Chartboost provides mobile game ad mediation, header bidding, and direct deals. Direct competitor to DAP in game-developer monetization, especially rewarded video and Offerwall.
• ironSource (Unity): ironSource provides mobile ad mediation, rewarded video, and Offerwall for app developers. Direct competitor to DAP in game/app monetization, particularly relevant given 35,000 stable online offers emphasized by DAP.
• Meta Audience Network: Meta's mobile ad mediation platform for app developers. Directly competes with DAP on in-app monetization, banner/interstitial/rewarded video formats, and integrates with Facebook's demand — already a DAP partner.
• Google AdMob: Google's mobile ad mediation and monetization platform SDK for Android and iOS. Direct competitor to DAP: aggregates demand from multiple ad networks, serves in-app ads, and shares revenue with developers at massive global scale.
• Unity Ads: Unity's dedicated ad monetization SDK for Unity3D games. Competes head-to-head with DAP's Unity SDK and rewarded video offerings for game-developer revenue share.
• Mintegral (Mobvista): Mintegral is a programmatic mobile ad platform with SDK mediation and AI-driven bidding. Direct competitor to DAP for global app developers, particularly in Asia-pacific and gaming.
• AppLovin (MAX / AppDiscovery): AppLovin operates MAX mediation and SparkLabs-style ad network for mobile apps and games. Direct competitor to DAP across mediation, bidding, and rewarded video for developers globally.
• Pangle (TikTok / ByteDance): ByteDance's mobile ad monetization platform, strong in APAC and emerging markets. Direct competitor to DAP given overlap in SDK-based mediation, rewarded video, and emerging-market developer reach.
• Liftoff (Vungle / Lift): Liftoff (combined with Vungle) provides mobile ad mediation and creative optimization for app developers. Direct competitor to DAP across rewarded video, playable ads, and programmatic monetization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/duapps

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DU Ad Platform