Petal Ads is Huawei’s self-serve mobile advertising platform, built into the Huawei/Honor device ecosystem. It connects advertisers to over 730 million users worldwide through AppGallery app store, as well as Huawei’s own apps such as Petal Search, Browser, Maps, Music, Video, Assistant, and third-party apps via SDK integration. The platform operates across 170+ countries across EMEA, APAC (especially China), Latin America, and Russia, with particular strength in markets where Google Play has limited reach.
Since 2019, Huawei devices have shipped without Google Play Services due to US trade restrictions. This created a large and distinct user base that relies on AppGallery and Huawei’s own apps. Petal Ads gives mobile-first advertisers direct access to that audience with formats and targeting built around the Huawei ecosystem – especially for app installs, brand campaigns, and performance funnels.
Who it reaches
Petal Ads covers 730 million+ users across 170+ countries and works with 360,000+ publishers across 200+ industry sectors. Key markets include the Middle East, North Africa, Europe, Southeast Asia, and Latin America. In several of these regions, Huawei holds strong device share and AppGallery is the primary app distribution channel for Huawei users.
Ad formats
Petal Ads offers full range of ad formats: banners, native ads, interstitials, splash screens, video (including rewarded), and search/app-store placements. The platform supports display, video, native, rewarded, interstitial, and search ads within AppGallery. This cross-surface inventory covers users inside the app store and across Huawei’s native apps and services.
Search ads appear when users look for apps or content, capturing intent at the moment of search. Rewarded video works well for gaming and high-engagement campaigns. Interactive and rich media formats are also available for brand-focused objectives.
Targeting
Petal Ads uses a Data Management Platform (DMP) to build and activate audience segments. Targeting options include interests, geolocation, region, marital status, device type, carrier, network type, and app installation status. Advertisers can also bring in first-party data to build custom audiences.
Because Huawei manages its own ecosystem without Google dependencies, all targeting uses Huawei’s own first-party signals. This makes the data stable and consistent.
Bidding and optimization
Petal Ads supports CPI, CPC, and CPM bidding models. The oCPC feature adjusts bids automatically in real time to maximize conversions while reducing cost-per-conversion. The platform applies privacy-by-design principles throughout delivery, combining data-driven optimization with compliance-ready infrastructure.