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TOP OEM Advertising Companies in 2025: A Brand-Level Perspective

As a mobile brand navigating the evolving landscape of user acquisition, we see OEM advertising rising from niche tactic to foundational channel. In 2025, a handful of OEM ad platforms are leading the charge: Xiaomi’s Mi Ads, Huawei’s Petal Ads, OPPO’s HeyTap Ads, Vivo Ads, and Transsion’s network among them. Understanding their strengths, reach, and placements is critical to making OEM a core part of our growth stack. In recent years, OEM advertising placing ads natively within device ecosystems at the manufacturer level has gained momentum as global app markets saturate and conventional channels turn costly and competitive. As described in Business of Apps’ “Top OEM Advertising Companies (2025)”, OEM platforms now offer massive reach, deep device-level placement, and lower friction for users. The rise is reinforced by publishers and platforms positioning OEM inventory as a strategic growth injection. Based on multiple industry sources, the leading OEM advertising companies that brands should prioritize in 2025 are: There are a few common strengths that elevate these OEM platforms: However, OEM advertising is not a panacea. Key challenges include: From our vantage as a brand, the imperative is clear: OEM advertising in 2025 is not experimental, it is a strategic frontier. By building a diversified acquisition stack that includes Xiaomi, Huawei, OPPO, Vivo, and Transsion OEM channels, we hedge dependency on saturated networks and gain access to native, high-intent surfaces. Brands that systematically test, measure, and iterate OEM campaigns will convert early mover advantages into sustainable gains. OEM may not yet dominate every market, but in many regions, it is already among the top channels. As more advertisers adopt OEM, those of us already in that space will gain compounding scale and intelligence. For 2025 and beyond, OEM advertising isn’t just part of the media mix, it’s a pillar of growth strategy.

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OEM advertising in 2025: why UA teams should prioritize on-device traffic (LATAM/MEA/SEA data inside)

Where a few vendors dominate shipments, on-device inventory is dense and cheaper to scale. Q2-2025 shipment data shows exactly those conditions: Why this matters: OEM advertising is not just “another network. It’s on-device media defined by the vendor’s software surfaces (preload, recommendations, app store, lock screen). Treat it as a distinct storefront in your UA plan. Economics are improving for on-device New surfaces = higher intent moments On-device discovery is getting more shoppable. Glance × Samsung launched opt-in AI shopping on Galaxy lock screens in the US (app + lock-screen experience, ~50M devices), turning first-look moments into commerce. For UA, these surfaces act as high-attention paths to first open and increasingly, to purchase.  A practical OEM-first playbook for UA managers In 2025, OEM traffic is the lever for efficient Android scale. Shipment concentration in LATAM, MEA, and SEA, better store rev-share, expanding OEM storefronts (V-Appstore), and new lock-screen commerce make on-device buys the most reliable way to keep CPI predictable and ROAS rising. If your plan still treats OEM as an afterthought, you’re leaving reach and unit economics on the table.

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Palm Store v9.3: What Transsion’s App store upgrade means for UA, Distribution, and Compliance

Transsion’s first-party marketplace Palm Store — preinstalled across TECNO, Infinix, and itel — has shipped the v9.3 line. For growth, product, and BD teams planning distribution in Africa, MENA, India, and SEA, this is the new baseline for on-device reach and privacy-safe installs. Here’s what changed and how to use it.  What Palm Store is — and why it matters Palm Store is the official Android app distribution platform inside Transsion’s ecosystem (TECNO/itel/Infinix). It’s designed for low-friction installs on budget-to-mid devices, with real-name developer verification, automated security checks, compatibility testing, and content-compliance monitoring built in. The storefront runs in nine languages and uses package compression to reduce data by 30%+, a practical edge in bandwidth-constrained markets.  What v9.3 delivers (the verifiable bits) Two public production builds confirm the rollout cadence and tech floor:— 9.3.1.203 (Android 6.0+, arm64-v8a/armeabi-v7a), posted June 30, 2025.— 9.3.3.201 (Android 6.0+, arm64-v8a/armeabi-v7a), posted July 17, 2025.  For regression planning, the last stable from the prior line was 9.2.7.202 (Dec 16, 2024), also on API 23+. Use that as your control if you need to diff functional or UI changes.  How to operationalize v9.3 (our playbook) 1) QA the matrix. Validate install/open flows on Android 6–14 across TECNO, Infinix, and itel. Prioritize update prompts and deep links; treat 9.3.3.201 as target and 9.2.7.202 as control.2) Lock compliance early. Ensure your publisher account passes real-name/qualification checks and that data-safety copy matches Palm Store’s security/compatibility expectations. This reduces listing churn and review delays.3) Localize like you mean it. Ship descriptions and screenshots in key Palm Store languages; compression is on your side, but relevance lifts conversion more than size.4) Plan growth around on-device realities. Because Palm Store is OS-adjacent and preloaded, it’s ideal for OEM bursts (new device activations) and steady always-on distribution where Play access is patchy or data is expensive. What this means for UA and partnerships Palm Store gives you deterministic, on-device distribution in markets where Transsion brands dominate share. Pairing that with your MMP and server-side postbacks yields clean early-cohort signals without depending on cross-app identifiers — useful as Privacy Sandbox continues to evolve. And because the store is part of Transsion’s mobile-internet stack, you’re investing in a channel with ongoing corporate support rather than a short-lived fork.  Bottom line Treat Palm Store v9.3 as your current production baseline. Build against Android 6.0+, pass developer verification, localize across the nine-language storefront, and run side-by-side QA versus 9.2.7.202 if you need evidence for internal sign-off. In exchange, you get preinstalled, privacy-aware reach on TECNO/Infinix/itel — exactly where the next wave of installs often starts.

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Setup screens to programmatic streams: Why OEM real-time bidding Is 2025’s fastest UA growth hack

1. The Programmatic Plumbing — OpenRTB 2.5 Everywhere Every on-device exchange that’s live today speaks OpenRTB 2.5. The 2024-2025 spec refresh added ID-Provenance flags (source.idp) plus experimental switches for Privacy Sandbox testing, so bidders can see where any identifier originated and whether it’s a Protected-Audience cohort. Pro tip for rookies: if your DSP already parses standard 2.5 JSON, you’re 90% integrated; most OEM quirks hide in ext objects that label placements like setup_wizard, push_alert, or lock_screen. 2. Who’s Really Ready for Real-Time? OEM RTB Status What You Need to Know Xiaomi – Mi Ads Full via Vungle Exchange (oRTB 2.5) Bids in USD, full schain, MRAID-3 & OMID listed in api array. OPPO – ColorOS Ads Direct Real-Time API (JSON clone of ORTB) Opened to third-party DSPs in Q1 2025, 2× request volume since launch; field names differ slightly (deviceId vs didsha1). Transsion – Eagllwin Private “oRTB-lite” Beta Testing rewarded & interstitial formats; public rollout promised for H2 2025. If your bidder already handles vanilla 2.5, Xiaomi is plug-and-play. OPPO may need a thin field-mapper; Transsion is still invite-only. 3. Creative Specs You’ll Meet on-Device Beginner takeaway: If your tag can already serve MRAID 3, VAST 4.2 or IAB Native, you’re compliant with all three OEMs out of the gate. 4. Viewability & Brand-Safe Verification The Open Measurement (OM) SDK 1.4 ships with Google Mobile Ads SDK 18.1+, which most system apps embed, so IAS, MOAT and DoubleVerify tags fire natively on Xiaomi and OPPO inventory.In 2024 the IAB Tech Lab extended OM support to Samsung TV and LG TV platforms — proof the spec is spreading across hardware families. Reality check: OM is fully certified for Xiaomi lock-screen and OPPO feed placements; Transsion’s beta feed has not yet completed certification. 5. Four-Step Starter Checklist Key Takeaways for 2025 UA Teams Master these basics now and you’ll turn OEM programmatic into your quickest, lowest-friction user-acquisition channel for the rest of 2025 — and beyond.

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On-Device Goldmine: Why OEM advertising is 2025’s cheapest, cleanest path to Android App Growth

OEM advertising is rewriting the playbook for Android user acquisition in 2025: dynamic preloads surface your app the moment a phone boots, Samsung Galaxy Store’s 80/20 revenue share sweetens margins, while Xiaomi Mi Ads and OPPO ads drive CPI down and ROAS up — all within the Privacy Sandbox’s guardrails for truly fraud-free traffic. The missed opportunity Social and search auctions keep getting pricier — the average Android cost-per-install now sits between $1.50 and $4.00 — yet nearly 60% of mobile UA teams already list OEM channels as a core tactic and that share is still climbing. Why? Direct, on-device inventory owned by manufacturers like Samsung, Xiaomi, OPPO and Vivo delivers around 40% higher ROAS than standard mobile campaigns by 2025 projections. 1. Built-in visibility you can’t buy elsewhere OEM placements surface at the exact moments users are most attentive: Because they are baked into the firmware layer, these impressions reach over two billion active Android devices worldwide. 2. Global reach — flagships to budget lines Android shipped more than a billion phones last year, with Samsung, Xiaomi and OPPO leading in every region except North America. OEM networks mirror that footprint: 3. Pay less, earn more Lower auction competition plus first-party targeting translate into leaner acquisition: Metric Traditional channel Typical OEM result CPI $1.50–$4.00 (global Android) Often “30%+ below” per internal OEM case studies ROAS Baseline +40% uplift on average  High-intent install moments (e.g., setup flow) and deeper retention curves mean payback windows shrink instead of stretching. 4. 2025 feature upgrades you should know 5. Fraud resistance baked in Because impressions originate inside the OS, fraud vectors like click injection or device spoofing are virtually impossible. Industry analyses highlight “near-zero fraud rates” on OEM campaigns compared with open-exchange traffic. Clean data means more reliable LTV models — critical as privacy rules tighten. 6. Five-step quick start (no aggregator required) Bottom line OEM advertising has matured from a side experiment into a privacy-proof, fraud-resistant growth engine. Master on-device placements now, and you’ll enjoy lower CPIs, higher ROAS and a seat in front of billions of Android users — while competitors keep fighting over the same crowded auctions.

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Cost Cap or Event Cap? Your 2025 playbook for OEM bidding on Android

OEM advertising has become the go-to engine for mobile user acquisition in 2025, letting growth teams choose Cost Cap bidding to hold CPI and CPA in check or pivot to Event Cap bidding driven by Day-1 retention goals. With Xiaomi Mi Ads and Transsion now layering oCPC algorithms on top of Google’s Privacy Sandbox safeguards, marketers gain a future-proof way to scale profit without sacrificing privacy. Two Flavours of Smart Bidding Lever What You Tell the Algorithm Typical KPI Where It Lives Cost Cap “Bring me volume, but keep my average cost-per-install or cost-per-action at ≤ X.” CPI / CPA Xiaomi Mi Ads → CPA (billed by activations) setting keeps the rolling average under your ceiling. Event Cap “Optimise for a post-install goal; I’ll pay up to Y for each event or above Z% success-rate.” Day-1 retention, purchase, registration Xiaomi Mi Ads Post-link Metric Optimisation lets you set a Day-1 retention or purchase target and adjusts bids automatically. Quick analogy for beginners: Cost Cap is a thermostat — it stabilises average cost. Event Cap is an autopilot — it hunts for users who hit the deeper goal, even if the install price swings. How the Mechanics Differ Platform-by-Platform Status (Q3 2025) OEM network Cost Cap availability Event / Deep-event bidding Xiaomi Mi Ads Live via CPA/CPI targets in the console. Live: Day-1 retention / purchase optimisation under Post-link Metric Optimisation. Transsion Eagllwin CPM & CPC are public; oCPC (optimised bidding) is whitelist-only as of Aug 2022. Event-level optimisation is still in closed beta — plan tests with your AM. OPPO ColorOS Ads Roll-out in progress; mirrors Meta-style Target CPA. (No official docs yet — check with your rep.) Not publicly documented; expect parity with Xiaomi later in 2025. Which Lever Should You Pull? Your immediate goal Recommended lever Why Launch in a brand-new region with tight CPI targets Cost Cap Fast delivery, predictable averages. Scale ROAS or hit pay-back windows Event Cap Algorithm seeks high-quality users who convert or stick. Mature title needs both reach & depth Start Cost Cap for data → migrate to Event Cap once ≥ 50 tracked events / week. Four-Step Checklist to Get Started Bottom Line OEM traffic is no longer a bargain-bin install source. Cost Cap guards your spend like a thermostat; Event Cap hunts for real value. Master both — starting with Xiaomi’s mature tool-set — and you’ll convert on-device impressions into a dependable profit engine for your 2025 growth plan, all while staying ahead of the Privacy Sandbox shift away from legacy IDs.

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Review of Transsion Ads (Eagllwin)

Here’s your tailored review of Transsion Ads (Eagllwin), focusing on its unique positioning in emerging markets and advertiser opportunities: Transsion Ads (Eagllwin): Mastering Mobile Advertising in Underserved Markets Transsion Holdings, the Chinese tech giant behind smartphone brands like Tecno, Infinix, and Itel, has quietly become the gatekeeper to Africa, South Asia, and the Middle East through its ad platform Eagllwin. With over 150 million devices sold annually in regions where internet adoption is exploding, Eagllwin offers advertisers a rare chance to engage users at the grassroots of digital transformation. Here’s why it’s gaining traction. What Makes Eagllwin Unique? Eagllwin is Transsion’s answer to hyper-localized, cost-effective mobile advertising. Integrated into Transsion’s ecosystem—including its widely used apps like Phoenix Browser (500M+ downloads) and PalmPlay (a short-video platform)—Eagllwin targets users in regions where Google and Meta’s reach is limited. Think Nigeria, Kenya, Bangladesh, and Pakistan, where Transsion devices dominate. Why Advertisers Are Flocking to Eagllwin Success Stories Challenges to Consider Who Should Use Eagllwin? Pro Tips for Eagllwin Campaigns The Future of Eagllwin With Transsion expanding into smart TVs, tablets, and IoT devices, Eagllwin is poised to become a cross-screen advertising powerhouse in emerging economies. Its upcoming programmatic features and AI-driven bidding could further disrupt regional ad markets. Verdict: 4.5/5 for emerging markets. Not a global solution, but a must-test for growth-focused advertisers. Need adjustments or more examples? Let me know! 🌍

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