Xiaomi Ads vs Qi Ads

In the fast-moving world of mobile performance marketing, choosing the right acquisition channel can directly affect CPI, conversion quality, and how quickly you can scale. Below is a detailed comparison between Xiaomi Ads (Mi Ads / Xiaomi Global) and Qi Ads — covering service format, pricing models, optimization capabilities, inventory, and operational efficiency.

Self Platform and Service Launch

Xiaomi Ads is an established self-serve platform where advertisers can create and manage campaigns within Xiaomi’s ecosystem. Qi Ads is positioned to provide a self-service platform (launched from October 2024), designed to give advertisers control while reducing manual operational workload through automation.

Full-Service Offering

Qi Ads positions itself as a full-service platform, supporting advertisers with campaign setup, optimization, and performance scaling. Xiaomi Ads is primarily self-serve; managed support depends on the specific business setup (for example, through account managers or agency arrangements), but it is not typically positioned as a full-service managed platform by default.

Pricing Models

Both platforms support performance-driven buying, but their models and flexibility differ: – Xiaomi Ads: Commonly supports CPM & CPC buying options, including algorithmic/optimized bidding modes. – Qi Ads: Offers CPI and CPA models, allowing campaigns to optimize not only for installs, but also for post-install actions (registrations, purchases, subscriptions, etc.).

Optimization Features

Optimization is the core of performance marketing. Xiaomi Ads provides strong optimization within the Xiaomi ecosystem, while Qi Ads emphasizes continuous real-time optimization across multiple dimensions: – CPI Optimization: Available on both platforms. – CPA / Event Optimization: Supported by both, but Xiaomi often relies on correct MMP postback setup and eligibility requirements for deeper optimization. – ROAS Optimization: Supported by both (where enabled), with Xiaomi typically requiring additional setup/requirements for post-install event pipelines. – Retention Rate (RR) Optimization: Supported by both (where enabled). Xiaomi may require specific postback mappings and qualification conditions. – Real-time Sub-channels Optimization: Emphasized by Qi Ads. – Real-time Creative Optimization: Emphasized by Qi Ads. – Real-time Cross-channel Optimization: Emphasized by Qi Ads. – Real-time Bidding Optimization: Emphasized by Qi Ads. – Real-time Targeting Optimization: Emphasized by Qi Ads.

Inventory Availability

Xiaomi Ads provides direct access to Xiaomi OEM inventory (native placements inside Xiaomi’s device ecosystem). Qi Ads can provide Xiaomi inventory via integrations/partners and also expands reach by enabling access to inventory from other networks — which is useful when you want to scale beyond a single OEM source.

Campaign Management

Xiaomi Ads campaign management is typically done directly inside the Xiaomi advertising UI and can be automated partially via API for approved access. Qi Ads streamlines workflows by offering automatic creation, configuration, and launch of campaigns, with ongoing optimization intended to reduce manual actions across day-to-day operations.

Real-time Optimization

Qi Ads stands out through its positioning around real-time optimization: sub-channels, creative, cross-channel allocation, bidding, and targeting adjustments designed to continuously improve outcomes. Xiaomi Ads focuses on optimization within its own ecosystem and does not provide cross-network real-time optimization because it operates as a single OEM environment.

Personal Manager and Team Requirements

Qi Ads provides a personal manager for oversight and support, making the process more guided and operationally simpler. Xiaomi Ads is generally self-serve; direct human support depends on your setup and may involve account management or agencies, but it is not always embedded as a guaranteed feature for every advertiser. From an operations standpoint: – Xiaomi Ads: Often requires an internal UA specialist/team to manage testing, creatives, optimization, and reporting (depending on scale and goals). – Qi Ads: Aims to operate efficiently with one manager plus designers, supported by automation and platform-level optimization.

Conclusion

Choosing between Xiaomi Ads and Qi Ads depends on your growth strategy. Xiaomi Ads is a strong option if you want direct access to Xiaomi OEM inventory and prefer running campaigns within one ecosystem. Qi Ads is a strong option if you want a performance platform that combines full-service support with CPI/CPA flexibility and real-time optimization across multiple dimensions — especially if you plan to scale beyond a single network. As mobile advertising continues to evolve, understanding how each platform handles inventory access, event optimization, and operational efficiency is essential. Xiaomi Ads and Qi Ads both bring value — and the best choice depends on whether you prioritize native OEM access or broader cross-network scalability with automation.