BIGO Ads SSP
Programmatic SSP and app monetisation platform for developers.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Empathy Technology Pte. Ltd.
- Entity type
- COMPANY
- Headquarters
- Singapore
- Company size
- 1,001–5,000
- Market role
- AdTech Vendor
- Official website
- bigossp.com
What BIGO Ads SSP does
The company operates a two-sided adtech platform. It aggregates advertiser demand for performance and brand campaigns, provides self-serve buying and optimisation tools, and connects that demand to mobile app and web inventory supplied by developers and publishers. Value is created by improving fill, pricing, and campaign performance through bidding, targeting, optimisation, and reporting. Revenue is generated through media spend flowing through the platform and through monetisation of publisher inventory.
Category differentiation
This is not the consumer social app business itself and not a standalone publisher. It is the adtech monetisation and campaign platform branded under BIGO Ads for developers, advertisers, and agencies.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
BIGO Ads SSP is the developer monetisation and supply-side portal within the BIGO Ads advertising platform. The platform serves mobile app developers, publishers, advertisers, performance marketers, and agencies with programmatic infrastructure for app monetisation and user acquisition. Its product set spans real-time in-app bidding, campaign management, targeting, optimisation, and reporting across mobile and web inventory. The business makes money from both sides of the transaction. On the demand side, it captures advertiser spend through performance and programmatic campaign buying. On the supply side, it monetises developer and publisher inventory by taking a share of auction-cleared media revenue. The platform is operated by Empathy Technology Pte. Ltd. and is associated with the wider JOYY ecosystem.
Company news briefing
Briefing updated:
JOYY Inc. subsidiary BIGO Ads has formalised its European data transparency by registering with IAB Europe’s TCF v2.2. Strategically, the platform is transitioning towards 'inventory intelligence', prioritising bidding-first models and real-time market signals to optimise impression valuation. This shift is reinforced by a push for unified growth strategies that integrate user acquisition and monetisation metrics, focusing on cohort-level measurement and shared lifetime value models to protect long-term retention and revenue in privacy-constrained environments.
Business model & monetisation
BIGO Ads monetises through a hybrid programmatic model. Advertisers pay on campaign pricing models such as CPM, CPC, and CPA for user acquisition and performance activity. Developers and publishers monetising inventory through the SSP are charged via revenue share or platform margin on auction-cleared media revenue. The platform also supports self-serve usage and enterprise-style commercial arrangements for larger accounts requiring broader support and access.
- Advertiser media spend for user acquisition campaigns
- Percentage Take-Rate
- Developer and publisher inventory monetisation
- Percentage Take-Rate
- Managed optimisation and account support
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Empathy Technology Pte.Ltd. (BIGO Ads)
IAB vendor record: 1488
- Cookies declared
- No
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 7, 9, 10
Products & market categories
Competitors & alternatives
- InMobi
Mobile-first ad tech platform for programmatic advertising and app monetisation.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Explore company relationships
Questions about BIGO Ads SSP
What is BIGO Ads SSP?
BIGO Ads SSP is the developer monetisation and supply-side component of the BIGO Ads programmatic advertising platform.
Who uses BIGO Ads SSP?
Mobile app developers, publishers, advertisers, performance marketers, growth teams, and digital agencies use the platform.
How does BIGO Ads SSP make money?
It earns revenue from advertiser media spend and from revenue share or margin on monetised publisher and developer inventory.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
11 publicly documented primary sources and citations linked across the market graph.
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