Baidu improves mobile advertising platform by adding AI technology

Anne Freier

In Mobile Advertising

December 5, 2016


Baidu the Chinese web services provider, recently rolled out an improved version of its mobile advertising platform DU Ad Platform (DAP). As announced at the Open Mobile Summit event in San Francisco, California, the platform now taps AI machine learning technologies to boost ad performance prediction and grow ad revenues.

Baidu rolls out new mobile ad platform

du ad


DAP is based on a Peak Selection Algorithm that determines how ads should be prices. When ad data, location and user data are fed into the AI engine, the platform can predict performance and boost ad placement revenues accordingly.

It’s currently available for Android developers to advertise to users outside of China by tapping Baidu’s own traffic from international apps. These now combine to 1.6bn users worldwide across 200 countries.

Josh Fenn, senior marketing manager at Baidu’s Global Business Unit, explains:

“From a technology standpoint, DU Ad Platform is the best way for mobile developers to monetize their apps. Our machine learning AI engine is significantly more efficient than traditional systems.”