Xiaomi Ads (also known as Mi Ads) is the proprietary advertising platform built into Xiaomi’s device ecosystem. It gives advertisers direct access to Xiaomi smartphone users via placements across HyperOS, system apps, and the GetApps store. With over 700 million monthly active users (MAUs) across more than 100 preinstalled apps on HyperOS devices, it covers a scale that few platform-native ad systems can match.
Xiaomi is the world’s third-largest smartphone manufacturer. Its devices lead in India, Southeast Asia, Latin America, the Middle East, and parts of Europe. For advertisers targeting these regions, Xiaomi Ads provides device-level inventory that you can’t buy through any third-party network.
Who it reaches
Xiaomi’s GetApps store has 260 million monthly active users across 100+ markets, with 30 million app installations every day. Most users sit in high-growth markets where Xiaomi holds double-digit smartphone share. India, Southeast Asia, and Latin America are the strongest regions. Xiaomi reported record internet services revenue in Q3 2024. Overseas internet revenue grew 18.3% year-over-year, showing how fast the ad business is scaling outside China.
Ad formats
Xiaomi Ads supports placements tied directly to the device experience. Lock Screen Ads appear full-screen when users wake their phones. Notification Center Ads display in the pull-down menu. App Install Recommendations appear inside GetApps. The platform also supports banner ads, interstitials, native formats, video, and push notifications.
Lock screen and notification placements catch users at a high-attention moment: the instant they pick up their phone.
Targeting
Targeting draws on Xiaomi’s first-party device data. Options include country, language, device model, OS version, carrier, and interest segments. Advertisers can target by app installation status: never installed, not installed in the last 90 days, or currently uninstalled. This is particularly effective for app install campaigns and re-engagement.
Because targeting uses device-level data rather than third-party cookies, it stays stable as browser privacy restrictions tighten.
AI optimization
Mi Ads uses machine learning to optimize campaigns in real time. The system adjusts delivery based on performance signals: app launch frequency, in-ecosystem search behavior, and content engagement patterns. Advertisers can set campaign goals around app installs, clicks, or downstream conversions. The algorithm allocates budget toward the placements and audiences generating the best results.