BIGO Ads Joins Google AdMob as a Bidding Partner

This partnership integrates BIGO Ads into the Google AdMob mediation platform, which is designed to help app developers manage and optimize their ad revenue. By becoming a bidding partner, BIGO Ads can now participate in real-time auctions for ad inventory, potentially increasing competition among ad sources for publishers' ad space. This mechanism aims to boost effective cost per mille (eCPM) and fill rates for developers.

The integration provides app developers with an additional source of ad demand. For advertisers, it means expanded access to app traffic, including a diverse range of casual and core gaming, as well as non-gaming apps that use the BIGO Ads SDK via AdMob. This broader reach is intended to help advertisers acquire users more efficiently.

The announcement highlights that BIGO Ads met Google's standards for security, performance, and product capability, as stated by Eden Liu, Head of Global Business at BIGO Ads. Talkie, an AI-powered app, reported positive results from testing the integration, noting a doubling of average revenue per user (ARPU) from BIGO Ads alone during the test phase. This suggests that the technical integration and ad performance met expectations for early adopters.