ColorOS now delivers more than 600 million monthly active users, and OPPO Ads has turned that footprint into a full-funnel, on-device advertising stack that mixes deterministic installs, programmatic bidding and Android 15 Privacy Sandbox pilots — all while hitting backend ROI targets up to 10% better than legacy buys. Below is a practitioner-level guide to the network’s scale, surfaces, bidding pipes and roadmap so UA managers and brand leads can decide when — and how to plug OPPO Ads into their 2H-2025 growth plan.

Audience at Scale: 600 M MAU & Rising

ColorOS crossed the 600 M global MAU mark in late-2023, giving OPPO a direct channel to users in 60-plus markets, with ≈ 140M MAU concentrated in Southeast Asia. IDC’s latest smartphone tracker shows OPPO shipped ≈105 M devices in 2024 (8.5% share, #4 worldwide)—fresh supply that feeds deterministic pre-load inventory every year.

Why it matters

More new devices mean more first-boot impressions and on-board app installs that never touch a traditional ad exchange, shielding budgets from click-spam risk.

Inventory: System Surfaces That Convert

OPPO Ads added splash-screen takeovers and a short-video feed during its 2024 platform refresh, fueling a 300% jump in bid-request volume.

Programmatic Stack: Real-Time API Goes Global

• ColorOS Ads Real-Time API (RTA) opened to third-party DSPs in Q1 2025; the JSON schema mirrors OpenRTB 2.5, so most bidders only need a light field-mapper (deviceId→didsha1).
  
• After launch, external demand pushed impression supply +200% and early adopters reported >10% backend ROI lift versus managed CPM buys.
  
• Viewability and fraud measurement are OM-SDK certified for lock-screen and feed surfaces, supporting IAS, MOAT and DV tags.
  

Device+Marketing Solution: One Funnel, Three Phases

Unveiled at OPPO Ads Connect 2025 (Singapore), Device+ stitches together every OS surface into a lifecycle engine:

1. Pre-load cooperation hits 24 M new Southeast-Asian handsets per year and boosts activation 20% via “quick-open” notifications.
   
2. APP distribution & ADD download leverages a system downloader to raise install efficiency 30%+.
   
3. Churn-warning reactivation uses OS models to cut attrition by ≈10%, then recaptures users through Shelf Cards, Search and OPUSH alerts.
   

For brands, Device+ means fewer data gaps: from first boot to repeat purchase, every touch-point sits inside the same deterministic ID space.

Measurement & Privacy: Building for Android 15

OPPO’s Android 15 builds ship with Google’s Ad Services extensions, enabling on-device Protected Audience auctions and Attribution Reporting postbacks without the GAID. Internal pilots are already live, giving advertisers a two-year runway before Google sunsets the ad ID. RTA bid requests expose source.idp and other ID-provenance flags so DSPs can detect GAID, OAID or Sandbox cohorts at auction time.

Roadmap: What to Watch in H2 2025

• Self-serve DSP portal for Western buyers (beta slated for Q4 2025).
  
• Expansion of short-video feeds into Europe and MENA to capture rising AVOD budgets.
  
• Sandbox-only remarketing templates to future-proof against GAID deprecation.
  

Action Checklist for UA Teams

1. Plug in RTA — if your bidder speaks OpenRTB 2.5, you’re days (not weeks) from live traffic.
   
2. Bundle Device+ with pre-loads for Southeast-Asia launches; test quick-open flow to slash funnel drop-off.
   
3. Start Privacy Sandbox tests to benchmark ROAS before ID loss.
   
4. Localise creatives — Shelf Cards and OPUSH thrive on region-specific language and offers.
   
5. Track OM-SDK metrics to validate viewability and avoid lock-screen drift.
   

With massive first-party reach, a freshly opened Real-Time API and a clear Privacy Sandbox roadmap, OPPO Ads has moved from “OEM niche” to a mainstream, high-ROAS channel for Android UA in 2025. Early integration lets brands lock in deterministic installs today while future-proofing growth for tomorrow’s post-ID world.