Xiaomi for Business
Xiaomi for Business (Mi Ads) is the international self-service advertising platform of Xiaomi Group, aggregating ad inventory across Xiaomi OS properties (Mi App Store, Mi Browser, Mi Video, Mi Music) and partner SDKs for app developers and brands in e-commerce, gaming, social, and video verticals across 30+ countries.
- Company typePrivate
- Founded2010
- HeadquartersBeijing, China
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Xiaomi for Business does
Xiaomi for Business (branded as Mi Ads or 小米营销) is the international advertising platform unit of Xiaomi Group, operating from global.e.mi.com. The platform aggregates advertising inventory across Xiaomi's first-party operating-system properties — Mi App Store (GetApps), Mi Browser, Mi Video, Mi Music — and augments this owned supply with third-party developer SDK traffic and out-of-box-experience (OOBE) placements on newly activated Xiaomi devices across more than 13 priority markets spanning India, Southeast Asia, Russia, Turkey, and Western Europe. Its core product is a self-service programmatic advertising platform supporting CPM, CPC, CPA, and oCPC bidding, with differentiated AI-driven optimization products including oCPC smart bidding, ROAS optimization, Day-1 retention optimization, and Preferred Placement (优选版位).
The technology stack centers on real-time conversion prediction models that adjust bids per ad request, a Marketing API and Reporting API for programmatic campaign management, and a JavaScript-based Mi Pixel for website tracking. The platform integrates with nine major Mobile Measurement Partners (AppsFlyer, Adjust, Tenjin, AppMetrica, Branch, Singular, Kochava, MyTracker, Airbridge) plus Google Tag Manager for attribution and event postback. Distribution combines a self-serve PLG motion with a multi-tier core agency / tier-2 agency system, plus developer SDK onboarding for supply expansion. The unit is operated through Xiaomi Singapore Pte. Ltd. and Xiaomi Technology Netherlands B.V., with Xiaomi Communications Co., Ltd. as the Beijing-anchored operating entity.
The business monetizes through usage-based advertising fees across multiple ad formats (splash, push, lock screen, native/newsfeed, icon, interstitial, banner, rewarded video, OOBE, and Smart SMS) with regionally variable CPM and CPC rates. Customer segments are app developers and brands across e-commerce, mobile gaming (IAA and IAP), social/dating, and video/entertainment verticals, with no publicly named anchor logos — the customer base is reached via the long-tail self-serve platform and agency channel rather than a concentrated enterprise book. Within the Xiaomi Group, Mi Ads is one of several monetization surfaces tied to the company's 500M+ MIUI user base and global device footprint.
Xiaomi for Business firmographics
Firmographics- Name
- Xiaomi for Business
- Legal name
- Xiaomi Singapore Pte. Ltd.
- Website
- https://global.e.mi.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Xiaomi for Business (Mi Ads) is the international self-service advertising platform of Xiaomi Group, aggregating ad inventory across Xiaomi OS properties (Mi App Store, Mi Browser, Mi Video, Mi Music) and partner SDKs for app developers and brands in e-commerce, gaming, social, and video verticals across 30+ countries.
- Ownership category
- akta.pro rank
Xiaomi for Business industry classification
Industry- Product category
- Mobile Advertising Platform
- NAICS
- Indoor and Outdoor Display Advertising (54185)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Performance Marketing Automation & Bid Management Services (MPAAACAM)
- akta.pro secondary industries
- Advertising, Marketing & Customer Personalization (HDAAAGAC), Pricing, Revenue Management & Promotion Optimization (HDAAAHAB)
Keywords
Where Xiaomi for Business is headquartered
LocationHeadquarters
- HQ city
- Beijing
- HQ country
- China
- HQ region
- Asia
Offices3 records
Markets served
Xiaomi for Business business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Advertising (CPM/CPC/CPA): Mi Ads generates revenue through multiple bidding models: CPM (cost per mille for brand/splash ads), CPC (cost per click), CPA (cost per acquisition), and oCPC (optimized CPC with conversion optimization). Advertisers bid on ad inventory across Xiaomi apps and partner networks.
- Splash/Brand Advertising: Full-screen splash ads displayed when apps open, priced on CPM basis. Premium brand advertising format with higher CPM rates in developed markets (Germany, Western Europe $7 CPM, Russia $4 CPM, Southeast Asia $3 CPM)
- Push Notification Ads: Push notification-based advertising supporting retargeting, priced on CPC model. Rates vary by market (EU $0.06 CPC, Other regions $0.03 CPC)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Splash/Brand ads - CPM pricing by region |
| Usage-based | Pay-as-you-go | Push notification ads - CPC pricing |
| Usage-based | Pay-as-you-go | Lock screen ads - CPC/CPI model |
| Usage-based | Pay-as-you-go | Splash video ads |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels3 records
Xiaomi for Business product offering
Product offeringCore offering
Xiaomi for Business (Mi Ads) is a self-service mobile advertising platform operated by Xiaomi for international markets. It aggregates ad inventory from the Xiaomi OS ecosystem — including Mi App Store, Mi Browser, Mi Video, and Mi Music — and provides AI-powered bidding optimization such as oCPC, ROAS optimization, and secondary retention optimization for advertisers, agencies, and app developers.
Product overview
Mi Ads (Xiaomi for Business) is a self-service advertising platform for Xiaomi's overseas ecosystem, aggregating ad inventory across Mi App Store, Mi Video, Mi Browser, Mi Music, and partner apps. The platform offers AI-powered optimization products including oCPC (intelligent cost-per-click bidding), Secondary Retention Optimization, and ROAS Optimization for performance advertisers. Supported ad formats include Push, Splash, Lock Screen, OOBE, Native/Newsfeed, Smart SMS, Icons, Interstitials, Banners, and Reward Video. The platform provides Marketing API and Reporting API for programmatic access, integrates with 10 major MMPs (AppsFlyer, Adjust, Tenjin, AppMetrica, Branch, Singular, Kochava, MyTracker, Airbridge) plus Google Tag Manager, and offers tools like Material Center for creative management and Audience Management for targeting. Billing models support CPM, CPC, CPA, and oCPC.
Differentiator
Problem solved
Functional benefit
Brands
- MiAds Platform: The core advertising platform for投放 system for Xiaomi's international markets
- Mi Pixel
- 代理账户自动充值
Products and services
- Mi Ads Self-Service Platform Central self-service mobile advertising platform that aggregates Xiaomi OS ecosystem ad inventory and provides bidding, optimization, reporting, and campaign management tools for advertisers and agencies across international markets.
- oCPC Smart Bidding AI-driven optimization bidding product that uses machine learning to optimize conversions against advertiser-defined CPA targets across Xiaomi OS inventory.
- ROAS Optimization Optimization product focused on return-on-ad-spend prediction and bidding for e-commerce, finance, and other revenue-driven app advertisers running on Xiaomi OS inventory.
- Secondary Retention Optimization AI-powered optimization product designed to acquire high-quality Day-1 retained users, helping advertisers improve user retention outcomes from Xiaomi OS traffic.
- Marketing API Programmatic interface that enables advertisers and partners to manage campaigns, upload creatives, and retrieve campaign data on the Mi Ads platform.
- Reporting API Programmatic interface for retrieving granular reporting, performance, and attribution data from the Mi Ads platform to support internal data analysis and integration with partner systems.
- Xiaomi OS Ad Formats (Push, Splash, Lock Screen, OOBE, Native/Newsfeed, Smart SMS) A suite of premium ad formats delivered across the Xiaomi OS ecosystem — including Mi Browser, Mi Video, Mi Music, Mi App Store, lock screen, and system-level placements — used by advertisers for awareness, install, and retargeting campaigns.
Quantifiable outcome
- oCPC vs CPA: 8% more installs, 11% higher revenue, 2% cost parity, 15% better D1 retention (financial app case study)
- +3 more outcomes
Companies that use Xiaomi for Business
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles2 records
Xiaomi for Business technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability10 records
Feature9 records
Xiaomi for Business partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- AppsFlyercorePrimary MMP integration for attribution tracking, in-app event postback, and ad revenue (AD_REVENUE) measurement. Supports lifetime event windows and all media sources including organic traffic. Enables oCPC and ROAS optimization based on conversion data.
- AdjustcoreMMP partner for attribution tracking and in-app event configuration. Advertisers configure data sharing and event mapping through Adjust dashboard to enable conversion optimization.
- BranchcoreMMP integration providing cross-platform measurement and link generation for Xiaomi Global. Supports configurable postback events and XiaoMi Global Link creation for install attribution.
- Google Tag ManagercoreIntegration allowing advertisers to deploy Mi Pixel tracking through Google Tag Manager without modifying website code. Supports custom HTML tag configuration for pixel base code and event tags.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Xiaomi for Business competitors and assessment
Company assessmentDirect peers
- Digital Turbine: Mobile platform company specializing in OEM-level app discovery and on-device media, directly comparable to Mi Ads' OOBE/first-boot recommendation placements and OEM-tied inventory model.
- Moloco: Programmatic mobile ad platform with machine-learning-powered bidding for app marketers, directly comparable to Mi Ads' oCPC/ROAS prediction stack and performance advertiser value proposition.
- AppLovin: Mobile ad platform and mediation with strong gaming and app-install focus, offering AI-powered bidding (AXON) and premium programmatic inventory — directly comparable to Mi Ads' smart bidding stack and gaming advertiser base.
- InMobi: Indian-origin mobile ad platform with strong emerging-markets reach and programmatic bidding, directly comparable to Mi Ads' India/SEA positioning and performance advertiser focus.
- Google AdMob: Google's mobile ad network and mediation layer for app developers, offering programmatic bidding, multiple ad formats, and integrations with major MMPs — directly comparable to Mi Ads in functionality and target customer (app developers and performance advertisers).
- ironSource (Unity): Mobile ad mediation and monetization platform (now part of Unity) targeting app developers with bidding, ad serving, and growth tools — directly comparable to Mi Ads' mediation and UA products.
- Unity Ads: Unity's mobile ad network built on top of its game engine user base, offering programmatic bidding and rewarded video — directly comparable to Mi Ads in mobile gaming UA and IAA monetization use cases.
- Pangle (ByteDance): ByteDance's mobile ad network powering TikTok and partner app inventory, with similar programmatic bidding, performance optimization, and emerging-markets focus — the most direct Chinese-origin competitor to Mi Ads.
- Mintegral: Mobile ad platform owned by Mobvista with strong APAC and emerging-markets presence, offering programmatic bidding and AI optimization — directly comparable to Mi Ads in geography and product capabilities.
- Meta Audience Network: Meta's mobile ad mediation and bidding platform for app developers, competing head-to-head with Mi Ads for mobile gaming, social, and e-commerce advertiser budgets via programmatic bidding and smart optimization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Xiaomi for Business social profiles
Digital presenceXiaomi for Business financial estimates
Financial estimateRevenue estimate
Valuation estimate
Xiaomi for Business leadership team
Management profileNumber of profiles
Xiaomi for Business subsidiaries and ownership
Company hierarchySubsidiaries2 records
Xiaomi for Business funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Xiaomi for Business M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Xiaomi for Business
What does Xiaomi for Business do?
Xiaomi for Business (Mi Ads) is a self-service mobile advertising platform operated by Xiaomi for international markets. It aggregates ad inventory from the Xiaomi OS ecosystem — including Mi App Store, Mi Browser, Mi Video, and Mi Music — and provides AI-powered bidding optimization such as oCPC, ROAS optimization, and secondary retention optimization for advertisers, agencies, and app developers.
Is Xiaomi for Business a public or private company?
Xiaomi for Business is a private company. It is classified as corporate owned and is currently operating.
When was Xiaomi for Business founded?
Xiaomi for Business was founded in 2010. It employs 11 to 50 people.
Where is Xiaomi for Business based?
Xiaomi for Business is headquartered in Beijing, China, in the Asia region.
How does Xiaomi for Business make money?
Three revenue lines are on record. Programmatic Advertising (CPM/CPC/CPA) is the primary driver. The others are splash/Brand Advertising and push Notification Ads.
Who are Xiaomi for Business's main competitors?
Direct peers on record are Digital Turbine, Moloco, AppLovin, InMobi, Google AdMob, ironSource (Unity), Unity Ads, Pangle (ByteDance), Mintegral and Meta Audience Network.
Does Xiaomi for Business have an API?
Yes. Mi Ads provides Marketing API and Reporting API for programmatic ad management. The Marketing API supports campaign, ad group, and creative operations including: token creation/refresh, campaign list retrieval and creation, ad group list/add/update, media configuration, creative list/add/update, file upload, and region/country data. The Reporting API supports data query with dimensions including ad campaign, ad group, ad creative, country/region, date, ad tag, and media. Both APIs use REST with JSON, require access_token in Cookie header along with timestamp and uid parameters. Developer documentation is at global.e.mi.com/doc/zh/marketing_api_guide.html.
What industry is Xiaomi for Business in?
Xiaomi for Business's product category is Mobile Advertising Platform. Its primary akta.pro industry code is MPAAACAM, Performance Marketing Automation & Bid Management Services, with a secondary code of HDAAAGAC, Advertising, Marketing & Customer Personalization. Its NAICS code is 54185 and its SIC code is 7310.