In 2025, leveraging OEM (Original Equipment Manufacturer) advertising is one of the smartest strategies for sustainable app growth. But with an expanding ecosystem, where should marketers focus? Here’s a look at the top direct SSP platforms from device manufacturers and the leading OEM traffic aggregators helping brands scale faster than ever.

Direct SSP Platforms: Access to Pure OEM Inventory

1. Mi Ads (Xiaomi)

Xiaomi remains a global leader in OEM advertising. Mi Ads provides direct access to hundreds of millions of active users, particularly strong in emerging markets like India, Southeast Asia, and Eastern Europe. Through placements like pre-installed apps, push notifications, app store recommendations, and native widgets, Mi Ads offers unparalleled visibility and advanced audience targeting.

2. Transsion (Infinix, Tecno, Itel)

Transsion is the top smartphone brand across Africa and has a rapidly growing presence in South Asia. Their SSP (Self-Serve Platform) allows advertisers to reach high-intent users via exclusive pre-installs, on-device recommendations, and app store promotions on Infinix, Tecno, and Itel devices.

3. Oppo (HeyTap Ads)

Oppo, with its proprietary HeyTap Ads platform, covers both Oppo and Realme devices. Its strengths include native placements in system apps, intelligent push notifications, and a massive user base in Southeast Asia, India, and Europe. The HeyTap Ads SSP offers granular targeting by device, location, and user interests.

4. Vivo Ads

Vivo’s ad platform provides robust direct inventory through system-level recommendations, app store placements, and notification channels. The Vivo Ads SSP is especially popular in Asia and emerging global markets, with ongoing expansion into new territories.

5. Huawei (Petal Ads)

Despite past challenges with Google services, Huawei has built its own strong mobile ecosystem. Petal Ads (formerly Huawei Ads) provides direct access to Huawei’s user base, including placements in the AppGallery, push notifications, and native ads. This SSP is crucial for brands targeting China, Europe, and Middle East regions.

(Bonus: Samsung Ads)

Samsung Ads is the OEM SSP with the deepest reach in premium markets like North America, Europe, and South Korea. Their ad network is best known for Smart TV inventory but increasingly offers mobile device ad solutions, especially for brand campaigns and broad awareness.

Leading OEM Traffic Aggregators & Partners

When brands want to scale across multiple OEMs or simplify campaign management, working with aggregators and tech platforms can unlock new efficiencies:

1. Qi Ads

Qi Ads connects advertisers to all the major OEM SSPs, simplifying campaign setup, event optimization, and analytics. With one integration, you can access Xiaomi, Transsion, Oppo, Vivo, and more—maximizing reach and minimizing operational overhead.

2. Oemad

Oemad specializes in self-service OEM traffic, focusing on direct API integrations with top manufacturers. Marketers can run performance-driven campaigns with real-time optimization and transparent reporting.

3. Appnext

Appnext is a pioneer in on-device app discovery. Their platform partners with OEMs globally, providing unique placements like app recommendation widgets and in-device “smart folders,” ensuring continuous app visibility throughout the device lifecycle.

Conclusion

Choosing the right OEM platform—or the right combination—can make all the difference for app growth in 2025. Direct SSPs like Mi Ads, Transsion, Oppo, Vivo, Huawei, and Samsung are must-haves for brands wanting pure OEM inventory, while partners like Qi Ads, Oemad, Appnext, Glance, and Xapads make it easier than ever to scale and optimize across the global ecosystem.

Ready to grow your app with OEM advertising?

Qi Ads can help you access the world’s top OEM inventory and reach new heights in user acquisition this year.