Meitu, the Chinese tech company famous for its popular self-titled ‘beauty’ app, is introducing programmatic video advertising across its suite of mobile apps, thanks to a partnership with video advertising firm SpotX.

The deal will enable Meitu to monetise video ad inventory sold on its BeautyPlus, Beauty Cam, and Meitu Xiu Xiu platforms via SpotX’s supply side platform in the Asia Pacific region.

“There’s great demand for beauty editing tools outside of China, with over 30 per cent of our users from abroad, we’re seeing huge potential in markets like Indonesia and Thailand in terms of user growth and programmatic monetisation,” said Cyrion Wang, Head of Programmatic at Meitu. “With SpotX powering our video ad programmatic capabilities, we’re excited to offer a premium and engaged audience to video advertisers in the region.”

Meitu’s ‘selfie enhancement’ and social sharing apps are used by 250m users around the world each month. 112m of these users come from outside of China, with Indonesia and Thailand among its top markets.

“As consumer behaviour and trend change it is crucial for advertisers to understand their changing needs. SpotX’s partnership with Meitu is an exciting opportunity for brands to reach a generation of active social media users who express themselves with selfies and photos,” said Gavin Buxton, Asia Managing Director at SpotX. “We are thrilled to be selected to help scale Meitu’s video ad monetization capabilities and support their ambitious growth plans.”