According to the Chinese Ministry of Education, the number of Chinese students studying abroad has rebounded significantly. After a rapid recovery from 451,000 in 2020 to 661,000 in 2022, followed by a strong increase from 545,000 in 2023 to 704,000 in 2024, the figure has now returned to pre-pandemic levels.
01 Top Education Destinations
Data from the 2024 White Paper on Chinese Students’ Overseas Study Preparation published by New Oriental shows that the United Kingdom, the United States, and Australia remained as the top three most popular study destinations in 2024. Asia also demonstrated remarkable performance, with Hong Kong (China) ranking fourth on the list. Notably, Australia secured its position among the top 3 preferred destinations for the first time, while Asian regions showed particularly strong appeal.
Over the past decade (2015-2024), the U.K. and the U.S. have alternated as the most sought-after study destinations. During the first five years, the United States maintained its dominance through its world-class educational resources and robust academic strengths, attracting substantial numbers of Chinese students. However, in the latter half of the decade, the United Kingdom surpassed its counterpart by leveraging its shorter program durations and relatively stable political climate, ultimately becoming the preferred choice for prospective Chinese international students.
Factors behind might include education capabilities & qualities, working prospects, university/major rankings, safety, culture, and budgets. According to Qide Education’s 2025 Chinese Overseas Study White Paper, from 2021 to 2025, education capabilities & qualities stays in the first place; working prospect, university/major rankings, safety, and culture keeps in the 2nd place to the 5th place; budget kept growing from the 8th place to the 6th place, indicating the importance of total spends grows year on year.
02 Budget, a factor with growing importance
The average budget for studying abroad in different countries and regions diverse from 500 thousand RMB to 625 thousand RMB. Basically, the U.S., Canada, and the U.K. are the top expensive study destinations for Chinese students. While Japan, Europe, and other Asia countries are more economically friendly.
03 YOYI DMP said:“ Affecting the end-user while persuading the key decider.”
3.1 Students and Parents, the duo system in China’s studying abroad
The unity of Chinese families gives students more freedom of studying choices. The parents would like to invest in their children’s education even after their age of 18. Therefore, the study abroad context of Chinese students is quite different from that of the other parts of the world. The children make their international studying decisions together with their parents, and their parents will support them financially.
Hence, it’s important to affect students and their parents together in their interests period and convince their parents in the buying period.
3.2 Education Background that affects the way of communication
Here’s an educational allocation for Chinese students who would like to study or are currently studying abroad. In Conclusion, from the students’ perspective, the younger generation with a high school degree or below would like to prepare for their overseas education for a bachelor’s degree and below, which accounts for 52% of the overall group. While those with bachelor’s degrees would also pursue a higher degree, on master’s or doctor’s degree, which halves the number of students with a high school degree and below. As high school students are more likely to spend more years on their attaining their degrees than the bachelors, hence they might spend more.
For their parents, 68% have a bachelor’s degree and above, which means colleges abroad need to choose a more acceptable way to communicate with them, especially through data and facts to declare the prosperous future they can bring to the students.
For both students and parents, the gender is almost even. The majority of students are under 24 years old, and over 86% of parents are between 40 and 50.
3.3 Lower-tier cities with great potential
Among the top 10 cities where intended international students locate, Shanghai, Beijing, Guangzhou, and Shenzhen are all 1st -tier cities, and 6 other cities are the new 1st -tier cities. 1-st tier and new 1st-tier cities demonstrated a high level of commercial resources concentration, city hub connectivity, urban population activity, lifestyle diversity, and future potential.
And from the full picture, (New) Tier 1 Cities cover 31% of overseas studying audiences. However, all tier 2, tier 3, and tier 4 cities holds around 20% of overseas studying audiences, which cannot be ignored by education destinations. Actually, studying abroad is no longer a special treat for Chinese population in accordance with the quick development of economy. Overseas study shows a trends of being normal and populist in China.
To learn more details on overseas study persona in China and how to target, drive interests, engage and convert them, please feel free to contact us by email: marketing@yoyi.com.cn. Our professionals will establish a suitable marketing strategy based on our DMP insights according to your needs.
The newly established partnership between YOYI TECH and Punch Digital Marketing aims to enhance cross-border omnichannel programmatic advertising between China and South Korea, bringing added value to global brands looking to expand in both markets.
YOYI TECH, a leading MarTech provider in China, offers self-developed products including DSP (demand-side platform), DMP (data management platform), CDP (customer data platform), MA (marketing automation platform), and advertising placement services. By joining forces with Punch Digital Marketing, a South Korean online advertising agency specializing in customized marketing strategies, this collaboration is set to simplify, optimize, and redefine digital marketing for international brands.
With access to over 80% of media inventories in China, YOYI TECH is widely recognized for its comprehensive programmatic advertising solutions and omnichannel marketing systems, enabling brands to effectively engage with 1.09 billion mainland Chinese consumers, overseas Chinese residents, and Chinese outbound tourists. At the same time, Punch Digital Marketing, known for its expertise in storytelling and high-performance campaign strategies, brings in-depth knowledge of the South Korean market, reinforcing the strength of this partnership.
“South Korea has long been a favored destination for Chinese consumers, thanks to its unique cultural appeal, including K-pop, Korean dramas, and beauty trends. The strong demand for South Korean products—spanning beauty, tourism, and fashion—presents ongoing business opportunities for deeper MarTech collaboration,” said Andy Ng, Managing Director, APAC, YOYI TECH. “Our partnership with Punch Digital Marketing ensures that Korean advertisers can tap into a highly integrated advertising infrastructure that combines strategic insights, AI-driven solutions, and data intelligence to power growth-oriented marketing campaigns.”
Through this collaboration, South Korean advertisers will gain premium access to YOYI TECH’s vast data ecosystem, extensive media inventory, and diverse advertising formats, allowing them to engage effectively with Chinese consumers. Backed by Punch Digital Marketing’s extensive experience in PPC, SEO, social media marketing, and content marketing, this partnership will provide brands with localized strategies tailored to the local market. Additionally, both parties will ensure that all advertising content adheres to regulatory standards, maintaining high-quality and compliant marketing campaigns.
“We’re thrilled to join forces with YOYI TECH to revolutionize cross-border digital marketing for Korean brands. By combining our expertise with YOYI TECH’s advanced technologies, we’re dismantling barriers and forging a new path for Korean brands to connect with Chinese consumers through culturally relevant, data-driven campaigns that yield tangible results.” said JK Song, CEO of Punch Digital Marketing.
The partnership highlights both sides’ commitment to connecting Korean brands with Chinese consumers, creating campaigns that deeply engage the target audience while driving conversion growth and enhancing customer satisfaction.
“This partnership reflects our shared vision of bridging the gap between Korean brands and Chinese consumers through strategic, data-driven campaigns,” said Roy Zhou, CEO of YOYI TECH. “By combining YOYI TECH’s advanced technology and consumer insights with Punch Digital Marketing’s proven expertise, we are committed to delivering impactful, high-performance campaigns. Together, we aim to strengthen omnichannel storytelling and establish a dynamic Korea-China marketing ecosystem that attracts, inspires, and engages audiences across the region.”
By offering exclusive inventory access, precision targeting, performance forecasting, and transparent measurement, YOYI TECH is dedicated to driving technology-powered growth in partnership with Punch Digital Marketing’s strategic marketing innovations.
This international collaboration marks a significant milestone in redefining cross-border digital marketing, leveraging AI-powered programmatic advertising and omnichannel marketing to help global brands achieve exceptional results in both China and South Korea.
Beijing, March 14, 2025 — The China Advertising Association (CAA) held a press conference yesterday to announce the results of the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment.” YOYI TECH, a leading MarTech service provider, has become the first company in China to pass this authoritative assessment, earning a certification from the CAA. The certification ceremony was attended by Huo Yan, Deputy Secretary-General of the CAA and Secretary-General of the CDA Tech Lab, Cui Yan, Director of the Technical Standards Department and Deputy Secretary-General of the CDA Tech Lab, and Cai Fang, COO of YOYI TECH. During the event, the parties engaged in in-depth discussions on the current demands and compliance requirements of the digital advertising market. Deputy Secretary-General Huo Yan presented the certification to YOYI TECH.
Ms. Huo Yan (right), Deputy Secretary-General of China Advertising Association & Secretary-General of its Internet Advertising Committee, presents an official certification to Ms. Cai Fang (left), Chief Operating Officer of YOYI TECH , during the accreditation ceremony
The development of this assessment system was driven by the industry’s evolving needs. With the rapid growth of Internet advertising, Demand-Side Platforms (DSPs) have become central to advertising. To further standardize industry self-regulation and promote collaborative growth, the CAA and the CDA Tech Lab jointly established the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment” group standard. In July 2024, after receiving requests from brand owners, media platforms, and other stakeholders for greater transparency and standardization in DSP technology, the CAA initiated the development of an assessment system. By August, a cross-disciplinary expert working group was formed, comprising representatives from major brand advertisers, mainstream media platforms, third-party service providers, and authoritative auditing firms. After several rounds of expert interviews, draft revisions, and in-person review sessions, the CAA finalized the assessment system. The evaluation process included systematic research, technical testing, scenario simulations, and a rigorous review process covering basic qualifications, performance screening, expert re-evaluation, and final institutional review. This comprehensive approach ensured a thorough examination of key performance indicators for participating companies, leading to the final assessment results.
The assessment aims to optimize ad traffic and enhance transaction transparency through comprehensive and objective evaluation, thereby creating a favorable development environment for DSP platforms and providing reliable monitoring and evaluation benchmarks for advertisers. This, in turn, promotes the steady growth of the Internet advertising industry in China. YOYI TECH, among the selected companies to participate, underwent nearly six months of rigorous evaluation and emerged as the first to pass the assessment. YOYI TECH’s OneDesk Advertising Cloud Platform met the industry standards in five key dimensions: security capabilities, technical capabilities, data capabilities, traffic quality, and ad effectiveness, setting a benchmark for transparency and measurability in the Internet advertising ecosystem.
As a pioneer in AI omnichannel marketing, YOYI TECH is committed to providing advertisers with efficient and precise ad release, data monitoring, strategy optimization, and performance analysis through its comprehensive suite of technical products and services. During the assessment, YOYI TECH demonstrated exceptional performance in security, technical capabilities, data management, traffic quality, and ad effectiveness.
1. Security, Technical, and Data Capabilities Review
Security is a fundamental requirement for internet software and platforms. YOYI TECH holds multiple security certifications, including ones from Classified Protection of Cybersecurity and Authentication of Information Security Management System. The company employs advanced technical measures to ensure communication security for all system partners and users, safeguard system integration, and implement full life-cycle data security management, thereby protecting advertisers’ information security.
Platform functionality is a key indicator of a DSP’s technical capabilities. YOYI TECH’s OneDesk Advertising Cloud Platform offers a comprehensive and specialized set of features, including budget control, creative setup, process management, frequency capping, and performance analysis. Additionally, the platform supports personalized media orders and ad placement for clients. With high QPS capacity and exceptional ad response speeds, OneDesk enables YOYI TECH to deliver more precise and efficient advertising services.
Data capabilities are the core driver of a DSP. YOYI TECH’s OneDesk Advertising Cloud Platform boasts a rich array of tags, covering over 2 billion active device IDs, and supports advanced features such as KPI estimation and dynamic bidding. The platform also offers a wide range of targeting options, including IP, platform, placement, audience, time slot, and even weather-based targeting, providing advertisers with flexible and diverse advertising choices.
2. Traffic Quality Evaluation
Beyond platform capabilities, advertisers are highly concerned with traffic quality and ad effectiveness. YOYI TECH manages a traffic volume exceeding 10 billion, spanning PC, Mobile, OTT, DOOH, and other terminal types and operating systems. To ensure traffic quality, OneDesk Advertising Cloud integrates with industry third parties to provide compliant monitoring methods, ensuring the authenticity and effectiveness of traffic.
In addition, YOYI TECH has established a multi-dimensional defense mechanism for traffic anti-fraud:
Intelligent Traffic Anti-Fraud System: Through its self-developed “YOYI Ad Fraud Prevention System” and “YOYI Intelligent IVT Analysis Platform,” YOYI TECH has built a technical barrier for real-time monitoring, identification, and interception of abnormal traffic.
Dual Invalid Traffic Filtering System: The platform improves the filtering of General Invalid Traffic (GIVT) at the engine levelwhile cross-verifying with the CAA’s official GIVT database for dual-layer filtering.
Dynamic UA Blacklist Management: Strictly adhering to the CAA’s IP/UA identification rules, YOYI TECH has implemented a dynamic, real-time blacklist management system.
These three technical modules work in synergy to create a secure, transparent, and measurable advertising environment for advertisers.
3. Ad Effectiveness Verification
Advertisers place the highest priority on the authenticity and visibility of ad effectiveness. YOYI TECH publicly and firmly supports the IAB China versions of ads.txt/app-ads.txt and sellers.json standards. Through the CAA, YOYI TECH has completed the registration of authorized ad inventory records and the evaluation of actual ad delivery volumes, providing advertisers with a clearer and more transparent advertising process and advancing the transparency of ad transactions. Furthermore, YOYI TECH continuously iterates its platform algorithms to help advertisers optimize pre- and post-campaign metrics, improving ad effectiveness. The company also maintains long-term collaborations with third-party effectiveness verification agencies to ensure advertisers receive tangible returns.
After a rigorous review by the CAA, YOYI TECH successfully passed the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment,” becoming the first company to receive this certification under the new standard system. This achievement highlights the industry association’s recognition of YOYI TECH’s product capabilities and represents a major step forward for the transparency, sustainability, and overall health of China’s Internet advertising industry.
For YOYI TECH, passing this assessment is just the beginning of its commitment to enhancing industry transparency and fostering a healthy ecosystem. Moving forward, YOYI TECH will continue to innovate and optimize its products and services, providing advertisers with more efficient, precise, and intelligent marketing solutions, and driving the sustainable and high-speed development of the Internet advertising industry.
Last week, YOYI TECH’s international business division marked a milestone with its inaugural overseas webinar, “Reimagining Travel Advertising in China: Trends and Strategies for 2025.” The event brought together three industry leaders—George Cao (Co-founder and CEO of Dragon Trail International), Andy Sun (General Manager of Inbound and Outbound Advertising at iQIYI), and Andy Huang (Managing Director of International Business at YOYI TECH)—to dissect the evolving landscape of China’s travel market. Nearly 100 attendees from Southeast Asia, Australia, the Middle East, Europe, and beyond joined the session, reflecting the global interest in engaging Chinese travelers.
Reaching Chinese Travelers Through Digital Innovation and Social Engagement
George Cao, a leading expert from Dragon Trail International, kicked off the session with an insightful presentation on how digital innovation and social engagement are reshaping the way brands connect with Chinese travelers.
Cao highlighted the uneven recovery of China’s outbound tourism. While domestic travel has surged past pre-pandemic levels, outbound travel remains at 60% of 2019 capacity with 5.2% yoy growth, which indicates robusted potential. He emphasized three critical trends:
Fragmented Demand: Post-pandemic travelers prioritize personalized, niche experiences over generic sightseeing. Family travel and cultural immersion now dominate, driven by pandemic-era behavioral shifts.
Decentralized Content Creation: Short-video platforms like Xiaohongshu and Douyin are reshaping inspiration-to-booking journeys. User-generated content (UGC) and influencers now rival branded content in influencing decisions.
ROI-Driven Campaigns: Brands increasingly demand measurable conversions, not just exposure. George advocated for ecosystem partnerships (e.g., combining Xiaohongshu with Fliggy) to bridge awareness and bookings, while stressing the need for new metrics to track preference and intent.
He concluded by urging brands to adopt a multi-channel approach, combining social media, search engines, and e-commerce platforms to create a seamless customer journey.
Watch the Replay for more insights!
Unlocking the Tourism Market with Video Content
Andy Sun from iQIYI took the stage next, focusing on the power of video content in unlocking the tourism market. He spotlighted iQIYI’s role as China’s leading OTT platform, leveraging its 520 million users to drive destination marketing. Key strategies included:
Content-Driven Conversions: Original dramas like My Altay (which boosted Xinjiang tourism by 75%) and music shows like Asian Voice (a cross-border cruise competition) demonstrate how IP storytelling fuels travel interest.
AI-Powered Targeting: iQIYI’s partnership with Baidu enables intent-based ads. For instance, users searching “Dubai weather” receive tailored travel ads, enhancing relevance and conversion.
Cultural Integration: Case studies like Singapore Tourism Board’s seamless ad placements in iQIYI’s Rap of China illustrated how blending entertainment with destination promotion drives engagement.
These campaigns leveraged emotional storytelling, user-generated content, and real-time interactions to capture the attention of potential travelers. Sun explained that video content, especially short-form videos, has become a dominant medium for storytelling, allowing brands to convey the essence of a destination in a visually engaging way.
Watch the Replay for more insights!
Harnessing Data-Driven Advertising for Precision Travel Campaigns
Andy Ng from YOYI TECH rounded out the presentations with a deep dive into the role of data-driven advertising in crafting precision travel campaigns. Ng emphasized that in today’s digital landscape, data is the cornerstone of effective marketing strategies. He revealed that 68% of travelers research destinations via Taobao/JD.com activity, such as browsing luggage brands or international SIM cards, creating a “digital intent trail” for targeting. Then he detailed YOYI TECH’s AI-driven approach to precision targeting:
360-Degree Data Integration: Aggregating airline, OTA, social media, ecommerce, and telecom data enables hyper-targeting of high-intent travelers. For example, users searching “Malaysia SIM cards” on Taobao are flagged for retargeting.
AI Grading & Expansion: A proprietary model scores users intent considering their user personas and behaviors then applies lookalike modeling to amplify reach.
Cross-Screen Engagement: Connected TV (CTV) and digital out-of-home (DOOH) ads, such as airport gate targeting, deliver immersive storytelling.
Dynamic Creative Optimization: AI-generated ads adapt visuals and messaging in real-time, boosting relevance and reduce costs.
Ng’s presentation underscored the need for brands to move beyond traditional advertising methods and embrace a data-first approach to stay competitive in the rapidly evolving tourism industry.
Watch the Replay for more insights!
Panel Discussion: Synergizing Content, Technology, and Platforms in China’s Travel Evolution
The panel discussion, moderated by YOYI TECH’s host, explored how the convergence of content, technology, and platforms is reshaping travel advertising in China. Experts emphasized the need for agility in a fragmented yet dynamic ecosystem, offering actionable insights for engaging modern travelers.
1. Cross-Platform Integration: AI as the Connective Thread
Andy Ng (YOYI TECH) opened by underscoring the transformative role of AI in unifying traveler journeys. He described how platforms like Xiaohongshu and Douyin act as discovery hubs, where user-generated content sparks initial interest. AI then analyzes user behavior—such as search history and engagement patterns—to deliver hyper-personalized recommendations.
2. iQIYI’s Role: Bridging Long-Form Storytelling and Instant Engagement
Andy Sun (iQIYI) highlighted the platform’s dual strength in immersive storytelling and cross-platform synergy. As China’s leading OTT provider, iQIYI leverages original dramas and variety shows to embed destinations into viewers’ imaginations. These long-form narratives, he explained, spark curiosity that extends beyond the screen, driving social media discussions and search activity. Sun emphasized collaborations with short-form platforms like Douyin, where livestreams and challenges convert viewers into instant bookers. “Our content doesn’t just entertain—it ignites conversations that ripple across ecosystems,” he said.
3. Navigating Fragmentation: Opportunities for Niche and Established Players
George Cao (Dragon Trail International) addressed the polarized recovery of China’s travel market. While large destinations face rising costs in a fragmented media landscape, smaller players can thrive by targeting niche audiences with highly focused content. He cited the “collapse” of traditional planning stages, where platforms like Douyin merge discovery and booking into a single act—such as purchasing vouchers during a livestream. “These moments reveal true consumer intent,” Cao explained, “offering brands a chance to retarget high-potential travelers.”
4. Generational Shifts: Gen Z’s Social-First Mindset
The discussion turned to generational divides in content consumption. While older travelers still engage with traditional platforms, Gen Z’s decisions are heavily influenced by short-form videos and peer-generated content. Cao pointed to viral destinations like Harbin and Zibo, where grassroots UGC campaigns propelled obscure locales into national trends. “Young travelers don’t just seek destinations—they seek shareable moments,” he remarked, urging marketers to optimize for “social search” via keywords and hashtags.
The panel closed with a consensus: success hinges on balancing scalability with hyper-relevance. Brands must leverage AI for personalized journeys, embrace hybrid content strategies, and empower niche markets through micro-influencers. As Cao summarized, “In China’s fragmented landscape, the winners will be those who turn decentralization into precision—meeting travelers where they are, not where we wish them to be.”
Watch the Replay for more insights!
Q&A Highlights: Navigating Challenges & Strategies in China’s Travel Marketing
1. Empowering Small Businesses: George Cao’s Strategic Focus
Audience Question: “How can small travel businesses with limited budgets effectively leverage platforms like WeChat and Xiaohongshu?”
George Cao highlighted the unique opportunities in China’s fragmented digital ecosystem for niche players. He advised businesses to prioritize platform specificity over broad campaigns. “Start with Xiaohongshu—its community-driven nature rewards authenticity and visually compelling storytelling,” he noted. By collaborating with micro-influencers who resonate deeply with specific destinations, smaller brands can cultivate trust without the need for high-profile endorsements. Additionally, Cao emphasized the power of user-generated content (UGC). Encouraging travelers to share their experiences through hashtags or interactive campaigns can amplify organic reach, turning guests into brand advocates.
2. iQIYI’s Content Differentiation: Andy Sun’s Collaborative Vision
Audience Question: “How does iQIYI carve a niche in an era dominated by short-form video platforms like Douyin?”
Andy Sun positioned iQIYI as a bridge between depth and immediacy. While short-form platforms excel in quick engagement, iQIYI’s strength lies in immersive, long-form narratives that build emotional connections with destinations. “Dramas and variety shows allow viewers to ‘live’ within a location, sparking curiosity that transcends fleeting trends,” he explained. To stay competitive, iQIYI embraces a hybrid approach, integrating its long-form IP with short-form collaborations and livestream commerce. This strategy not only extends content lifespan but also creates seamless pathways from inspiration to booking, such as embedding travel offers within popular shows.
3. Future-Proofing Global Campaigns: Andy Ng’s Adaptive Framework
Audience Question: “What challenges will international brands face in 2025, and how can they adapt?”
Andy Ng outlined a shifting landscape where personalization, cultural nuance, and data ethics take center stage. He stressed that generic campaigns will falter as travelers increasingly seek tailored experiences. Additionally, Ng highlighted the rise of “social search,” where platforms like Xiaohongshu and Douyin replace traditional engines for discovery. Brands must optimize content for these ecosystems, blending storytelling with searchable keywords. On data privacy, he advocated for ethical AI solutions that balance targeting precision with user trust, such as anonymized audience modeling.
The webinar concluded with a summary of the key takeaways: the critical role of digital innovation, the power of video content, and the necessity of data-driven strategies in reaching Chinese travelers. The speakers agreed that the future of tourism advertising lies in creating personalized, culturally relevant, and immersive experiences that resonate with today’s tech-savvy travelers.
YOYI TECH’s first overseas webinar not only provided valuable insights for brands looking to tap into the Chinese tourism market but also showcased the company’s commitment to fostering global dialogue and collaboration in the digital advertising space. As the industry continues to evolve, events like this will play a crucial role in helping brands navigate the complexities of the digital age and stay ahead of the curve.
Stay tuned for more thought-provoking webinars from YOYI TECH as we continue to explore the latest trends and strategies in digital advertising.
YOYI TECH, a leading provider of demand-side platform (DSP) technologies and advertising placement services in China, proudly announces a strategic partnership with TheGenX Media, a pioneer in digital marketing and advertising across the MENA region. This collaboration represents a significant milestone in YOYI TECH’s mission to deliver cutting-edge AdTech solutions and achieve impactful marketing results for global brands.
With access to more than 80% of media inventories in China, YOYI TECH is renowned for its comprehensive DSP systems that empower advertisers to efficiently purchase inventory and autonomously manage campaigns. TheGenX Media, celebrated for its innovative and high-performing campaigns, brings unmatched creativity and market expertise, reinforcing the strength of this partnership.
“China has significantly increased its investments in the MENA region over recent years, reinforcing stronger economic ties and opening up new opportunities for technological collaboration,” said Andy Ng, Managing Director, APAC. “By combining our deep technological expertise and extensive reach in China with TheGenX Media’s innovative campaigns and influence in MENA, we are creating a platform that will drive transformative growth for our clients. This collaboration is not just about expanding our footprint but about setting new standards in digital marketing excellence.”
Through this partnership, YOYI TECH will leverage its technological prowess and vast reach within China to complement TheGenX Media’s dominance in the MENA region. This cross-regional cooperation aims to redefine digital advertising by emphasizing innovation, efficiency, and measurable outcomes.
“This partnership is a testament to our commitment to offering brands in the MENA region access to world-class AdTech solutions,” said Ashish Gupta, CEO & Founder of TheGenX Media. “By combining YOYI TECH’s technological excellence and our deep understanding of the local market, we aim to create groundbreaking opportunities for our clients. Together, we are poised to set a new benchmark in digital advertising by fostering innovation, efficiency, and measurable impact.”
Key to this partnership is the principle of mutual growth and shared success. YOYI TECH will provide TheGenX Media with premium media inventory, seamless DSP operations, and comprehensive support services, Additionally, YOYI TECH will ensure all advertisements comply with relevant regulations, maintaining the highest standards of quality and integrity.
Roy Zhou, CEO of YOYI TECH, said: “With growing trade and business collaborations between MENA and China, an increasing number of brands from MENA are striving to enter the market of China, and vice versa. Over 14 years of practice, beyond offering our pioneering DSP product, YOYI TECH has developed deep expertise in China’s unique digital marketing ecosystem. We are confident that our partnership with TheGenX Media will unlock more innovative, effective, and efficient marketing solutions for MENA brands, bridging the gap between these dynamic markets and driving growth through precise customer engagement.”
By pushing the boundaries of AdTech and MarTech innovation, YOYI TECH continues to enable brands worldwide to drive sustainable growth through data-driven, programmatic advertising. This collaboration with TheGenX Media underscores YOYI TECH’s dedication to transforming the global advertising landscape and delivering exceptional solutions to clients.
Driven by the global wave of digitalization, the software tools industry is flourishing at an unprecedented rate, offering extensive market opportunities for overseas brands. However, as the industry matures and regulation intensifies, ensuring the legality and compliance of software tool applications has become an essential step for brands entering the Chinese market.
To assist overseas brands in smoothly entering the Chinese market and efficiently utilizing various advertising resources, this article will elaborate on the details of advertising qualifications in the software tools industry, covering multiple segments such as reading and audiobook tools, video playback and editing, music playback and editing, internet tools, social and communication tools, photography and videography, graphic and image beautification, office tools, security and cleanup, weather and calendar, system beautification, sports and health, map navigation, system tools and efficiency tools, operating systems, and development tools. By clarifying qualification requirements, business scope restrictions, third-party cooperation standards, and advertising channels, this guide provides an exhaustive manual for overseas brands entering China.
Reading and Audiobook Tools
Industry Description
Tool software applications for reading and playing electronic books or document content.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Video Playback and Editing Tools
Industry Description
Software applications for video playback and editing.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Software applications for audio playback, recording, and editing.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Internet Tools
Industry Description
Software applications for connecting to the internet, supporting online browsing, uploading, and downloading functionalities.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For computer system information security products, a “Computer Information System Security Special Purpose Product Sales License” is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Social Tools
Industry Description
Software applications specifically for making friends, stranger socializing, and specific scenario social interactions (including companion play software applications).
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Service Business).
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Youliang Hui; for other ad spaces, please consult customer service.
Personal Account Opening
No
Communication Tools
Industry Description
Software applications that enable online chatting and communication through instant messaging technology.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Service Business).
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Youliang Hui; for other ad spaces, please consult customer service.
Personal Account Opening
No
Photography and Video Tools
Industry Description
Software applications providing photo shooting and video recording functionalities.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
Yes, only individual business household type/natural person type individual account opening is supported.
Software applications that provide auxiliary functions for sports activities and health monitoring.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Map Navigation
Industry Description
Software applications that provide driving directions and road navigation.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For profit-oriented provision of internet information services, a “Value-added Telecommunications Business License” (B25 Internet Information Service Business) is required.
For maps/navigation, a “Surveying and Mapping Qualification Certificate” (compliant with “Class A/Class B + Internet Map Service”) is required.
For traffic violation checking, a cooperation agreement for the traffic violation checking interface is required.
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
System Tools and Efficiency Tools
Industry Description
Applications used to enhance system or device performance and usability, and to optimize daily user experience and work efficiency.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Operating Systems
Industry Description
Computer or smartphone operating systems, system programs used to manage computer hardware and software resources.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Tools and integrated environments, testing tool software applications that schedule and manage hardware resources during software development, provide running support for application software, and support software development.
Industry Qualifications
“Computer Software Copyright Registration Certificate” or app screenshots from App Store/Apple Store.
Business Scope Qualifications
For third-party cooperation or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
As consumers increasingly demand quality, safety, and brand reputation, compliance with advertising qualifications has become an indispensable part for overseas brands to successfully enter the international market. Different countries and regions have strict laws, regulations, and industry standards for the advertising of skincare and makeup products. This requires brands to understand and comply with local advertising qualification details to ensure the positive shaping of the brand image and the smooth expansion of the market. This article aims to provide overseas brands with an overview of the advertising qualification details in the skincare and makeup industry, helping you to cross regional boundaries and accurately grasp the advertising standards and requirements of the Chinese market.
General Cosmetics – Facial Cleansing and Care
Industry Description
Manufacturing and distribution of daily chemical products used for facial skin cleansing and care.
Industry Qualifications
None
Business Scope Qualifications
If it is domestically produced non-special (general) cosmetics, a “Domestic Non-Special Purpose Cosmetics Filing Certificate” or a screenshot of the public announcement page on the official website of the National Medical Products Administration or a general cosmetic filing certificate is required.
If it is imported non-special (general) cosmetics, the following are required:
2.1 “Imported Non-Special Purpose Cosmetics Filing Certificate” or a screenshot of the public announcement page on the official website of the National Medical Products Administration or an imported general cosmetic filing certificate.
2.2 “Entry-Exit Inspection and Quarantine Certificate for Imported Goods.”
If it is a cosmetic manufacturing enterprise, a “Cosmetics Production License” is required.
If it is a registrant or filer who is not a cosmetic manufacturing enterprise, the following are required:
4.1 The entrusted manufacturing enterprise’s “Cosmetics Production License.”
4.2 “Contract Manufacturing Agreement” or distribution authorization.
For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
Yes, a “Individual Business License” or “Business License” (E-commerce license for individual industrial and commercial households) is required.
Business entities manufacturing and distributing makeup (cosmetics used for beautifying and embellishing appearance with color) and perfume.
Industry Qualifications
None
Business Scope Qualifications
The same as for General Cosmetics – Facial Cleansing and Care.
Ads Spaces in Tencent Ecosystem
The same as for General Cosmetics – Facial Cleansing and Care.
Personal Account Opening
The same as for General Cosmetics – Facial Cleansing and Care.
Special Purpose Cosmetics – Skin Care
Industry Description
Business entities manufacturing and distributing special purpose cosmetics used for whitening, freckle removal, and sun protection.
Industry Qualifications
“Domestic Special Purpose Cosmetics Administrative License Approval Document.”
Business Scope Qualifications
For imported special cosmetics, a “Imported Special Purpose Cosmetics Administrative License Approval Document” or “Imported Special Purpose Cosmetics Health Permit Approval Document” is required.
For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
The same as for General Cosmetics – Facial Cleansing and Care.
Personal Account Opening
The same as for General Cosmetics – Facial Cleansing and Care.
Special Purpose Cosmetics – Hair Care
Industry Description
Business entities manufacturing and distributing special purpose cosmetics used for hair care, perming, dyeing, and anti-hair loss.
Industry Qualifications
“Domestic Special Purpose Cosmetics Administrative License Approval Document.”
Business Scope Qualifications
The same as for Special Purpose Cosmetics – Skin Care.
Ads Spaces in Tencent Ecosystem
The same as for General Cosmetics – Facial Cleansing and Care.
Personal Account Opening
The same as for General Cosmetics – Facial Cleansing and Care.
Special Purpose Cosmetics – Body Care
Industry Description
Business entities manufacturing and distributing special purpose cosmetics used for hair growth, hair removal, breast enhancement, fitness, deodorization (5-year transition period).
Industry Qualifications
“Domestic Special Purpose Cosmetics Administrative License Approval Document.”
Business Scope Qualifications
The same as for Special Purpose Cosmetics – Skin Care.
Ads Spaces in Tencent Ecosystem
The same as for General Cosmetics – Facial Cleansing and Care.
Personal Account Opening
The same as for General Cosmetics – Facial Cleansing and Care.
Business entities manufacturing and distributing tools used in daily makeup and beauty applications (excluding electronic products).
Industry Qualifications
None
Business Scope Qualifications
If involving specific trademarks, a “Trademark Registration Certificate” is required.
For cooperation with third parties or promotion of products not owned by the account-holding company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
The same as for General Cosmetics – Facial Cleansing and Care.
Personal Account Opening
The same as for General Cosmetics – Facial Cleansing and Care.
In today’s digital marketing era, Douyin, as a leader in the field of short video, has become an important position for brand promotion, with its huge user base and high user stickiness. This article will start with five advertising dissemination methods of Douyin: opening screen advertising, search advertising, in-feed advertising, DOU+, and enterprise number, and elaborate on their respective scenarios, rights and interests, advantages, and successful cases, providing a practical guide for advertisers.
Douyin Opening Screen Advertising
On the short video platform of Douyin with a daily active user base of hundreds of millions, the opening screen advertisement, with its unique display form and strong visual impact, has become the best choice for brand exposure. The opening screen advertisement of Douyin is an advertising form that is immediately displayed when the user opens the Douyin APP, which not only occupies the commanding height of vision but also provides an unprecedented brand exposure opportunity for advertisers with its full-screen immersive experience.
Promotion Scenarios
Douyin’s opening screen advertisements are displayed at the moment when the user opens the Douyin APP, capturing the visual focus and serving as the golden spot for brands to carry out high-intensity dissemination and extensive reach. It is suitable for various scenarios such as new product launches, brand communication, and event promotion. When launching new products, the opening screen advertisement can quickly attract user attention through high-intensity dissemination; during brand communication, it can achieve a strong screen presence in conjunction with high-quality content; and during event promotion, it can capture the visual focus and guide traffic to the event page.
Advertisement Types
Images, GIFs, and Videos: When the user opens the Douyin App, the advertisement is displayed at the opening screen position for 3 seconds as a static image, 4 seconds as a GIF, or 5 seconds as a video, allowing for pure display and landing page redirection.
Topview: When the user opens the Douyin App, a full-screen display of 3 seconds static image is provided, supporting pure display and landing page redirection to achieve efficient drainage.
Toplive: Combined with the live broadcast form, it provides a real-time interactive experience for brand events or product launches.
Promotion Advantages
The advantages of Douyin’s opening screen advertisements lie in their strong exposure capabilities and high user stickiness. As the first visual entry point when users open the APP, the opening screen advertisement can strongly attract attention, ensuring a high exposure rate of the advertisement content. At the same time, the huge user base and active user group of the Douyin platform also provide a broad audience foundation for the opening screen advertisement. The opening screen advertisement is deeply integrated with the in-feed advertisement, reaching users a second time and enhancing brand memory. In addition, the opening screen advertisement can create a three-dimensional visual experience, enhancing the attractiveness and click-through rate of the advertisement, thereby improving brand reputation and user conversion rate.
Successful Case
Taking Pepsi as an example, the brand created the topic #LoveScreenDominance# and used Douyin’s opening screen advertisements and TOPVIEW resources to widely expose event information, successfully attracting a large number of user attention and participation. According to statistics, the event topic has achieved a total of 2.72 billion exposures and attracted 425,000 users to create related videos, achieving significant brand promotion effects. This successful case fully proves the strong strength of Douyin’s opening screen advertisements in brand exposure and user interaction.
Douyin Search Advertising
In today’s era of information overload, the way users obtain information is quietly changing, with search emerging as a key means of actively acquiring information, its importance increasingly highlighted. Douyin, as the leader in the short video field, has a search function that is also becoming more sophisticated, providing advertisers with a new marketing stage—Douyin search advertising.
Promotion Scenarios
Douyin search advertisements cover multiple scenarios of users’ active searches, including but not limited to product inquiries, service consultations, and content exploration. When users enter keywords in the search box with clear needs, relevant advertisements can be accurately displayed in front of them. This active search behavior makes the advertisement exposure more targeted, and the conversion rate is significantly improved.
Advertisement Types
Brand Zone: When users search on Douyin and hit the advertiser’s brand word, the brand zone information is displayed at the top, and the brand video plays automatically.
Search Easter Egg: The search results pop up a full-screen Lottie animation, which is highly entertaining and attracts user attention. Clicking on the Easter egg leads to a conversion landing page.
Douyin Hot List: The brand hot word is displayed in the sixth position of the search page hot list. Clicking on it leads to a results page that showcases the “Douyin Hotspot Brand Zone.”
Bidding Advertisements: In the search results page of Douyin, one bidding advertisement is displayed among positions 2-10, mixed with user content.
Precision Advertisements: When users search for an app name, a download card style can be triggered; when users search for specific brand words, a precision card is displayed at the top.
Promotion Advantages
Advertisers can rely on multi-dimensional data such as users’ search keywords, interest preferences, and geographical locations to achieve precise targeted advertising, ensuring that advertising information is directly delivered to potential target users, demonstrating strong precise targeting capabilities. At the same time, with the continuous growth of the scale and share of the Ocean Engine search, Douyin search advertisements have a huge traffic blue ocean, providing advertisers with a broad development space. What’s more, this advertising form has achieved the integration of brand effect and sales, supporting brand display and content linkage through the entire link of the scene, and effectively promoting effect transformation, meeting a variety of marketing needs. In particular, “search after watching” has become the mainstream trend of search under the content ecosystem, and search behavior profoundly reflects the user’s active intention, making Douyin search advertisements particularly outstanding in efficient transformation, bringing higher investment returns to advertisers.
Successful Case
Watermelon Creator (a children’s programming brand) achieved significant results when advertising their search products by carefully optimizing the advertising area and search words. They expanded the coverage of keywords to more than 700, which not only improved the accuracy of the advertisement but also led to a substantial increase of 112% in the number of customers acquired, while attracting up to 450,000 participation videos, fully demonstrating the powerful driving force of optimizing advertising strategies on brand exposure and user growth.
Douyin in-feed Advertising
With a platform boasting a daily active user base of 600 million, in-feed advertising on Douyin has become an essential channel for brand promotion and product marketing, offering a native and immersive experience.
Promotion Scenarios
Douyin in-feed advertisements support a variety of promotion scenarios, including lead collection, traffic exposure, and store promotion. Through landing page forms and smart phone conversions, advertisers can efficiently collect potential leads, managing and following up with customer information. Additionally, in-feed ads support app downloads and application promotion, helping advertisers quickly acquire new and active users. For physical stores, these ads can accurately target users around the store, combining POI (Points of Interest) and coupon features to effectively increase store exposure and customer traffic.
Advertisement Types
Recommended: Ads are displayed in the Douyin in-feed content, with a vertical screen display style that is native and strongly associated with the account, supporting various ad styles such as native and single-page.
Feedslive: Users see real-time live broadcast images and cards in the Douyin recommendation stream, and can enter the Douyin native live broadcast room with one click on the live broadcast image in the recommendation stream.
Local Reach: When browsing the recommendation stream videos in the Douyin app, users have the opportunity to view Local Reach ads, meeting the local marketing needs of advertisers such as offline store promotion.
Promotion Advantages
Douyin in-feed advertising offers advertisers a wealth of benefits. Firstly, advertisers can choose suitable ad types and styles according to their needs, such as native or single-page, to meet different marketing needs. Secondly, the Douyin platform provides refined audience targeting features, allowing advertisers to display to specific types of users, improving the accuracy and conversion rate of the advertisement. Moreover, Douyin in-feed ads also have the advantage of deep penetration, being displayed on multiple pages of the Douyin APP, deepening user impressions, and increasing ad click-through rates.
The core advantage of Douyin in-feed advertising lies in its efficient reach and precise marketing. With the vast user base of the Douyin platform, advertisers can easily reach a large number of potential customers, achieving brand exposure and product promotion. At the same time, combined with the intelligent recommendation algorithm of the Douyin platform, advertisers can make precise advertisements based on user interests and behavioral habits, improving the pertinence and conversion rate of the advertisement. In addition, Douyin in-feed ads also support a variety of display forms, such as small images, large images, group images, etc., meeting the creative needs of different advertisers.
Successful Case
Liby Group is a typical case of the successful application of Douyin in-feed advertising. Liby Group, through the president’s live broadcast debut, combined with the efficient reach and precise marketing advantages of Douyin in-feed advertising, successfully started a long-term live broadcast cooperation with Douyin and built a small shop ecosystem. According to statistics, the total number of live broadcast views exceeded 3 million, with 103,000 new fans added, and the highest number of people online at the same time reached 99,000. This successful case fully demonstrates the huge potential of Douyin in-feed advertising in brand promotion and user growth.
In today’s booming global tourism and travel industry, for overseas brands, entering the Chinese market, which is full of opportunities and challenges, means not only bringing unique travel experiences and high-quality services but also following and deeply understanding the industry’s advertising and marketing standards. This guide aims to provide a detailed set of advertising qualification details for overseas brands looking to expand into the Chinese tourism market.
Tourism Bureau – Overseas
Industry Description
Tourism administrative units or tourism management departments outside mainland China.
Industry Qualifications
None
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Tourism Bureau – Domestic
Industry Description
Administrative units of tourism in various provinces, cities, and autonomous regions within mainland China.
Industry Qualifications
“Unified Social Credit Code Certificate”
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Commercial places within mainland China that provide accommodation and meals for travelers.
Industry Qualifications
“Special Industry License”
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
Yes, a “Individual Business License” is required.
Hotels – Overseas
Industry Description
Commercial places outside mainland China that provide accommodation and meals for travelers.
Industry Qualifications
None
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Car Rental Services – Overseas
Industry Description
Business entities providing vehicle rental services (without drivers) at locations outside mainland China.
Industry Qualifications
None
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Car Rental Services – Domestic
Industry Description
Business entities providing vehicle rental services (without drivers) at locations within mainland China.
Industry Qualifications
None
Business Scope Qualifications
For car rental services in Shanxi Province, Jiangsu Province, Fujian Province, and Shijiazhuang City, a “Car Rental Business License” is required.
For car rental services in Beijing City, Zhejiang Province, and Xinjiang Uyghur Autonomous Region, a “Car Rental Business Record Certificate” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Passenger Railway Transport
Industry Description
Business entities providing inter-city railway passenger transport services, including high-speed rail transport, inter-city rail transport, urban underground rail transport, and regular railway passenger transport, including their own ticket sales.
Industry Qualifications
“Railway Transport License”
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Passenger Road Transport
Industry Description
Business entities providing passenger transport services on all roads, including their own ticketing services.
Industry Qualifications
“Road Transport Operating License”
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Business entities providing various water transport services primarily for passenger transport, which can be divided into maritime passenger transport, inland river passenger transport, and passenger ferry transport, including their own ticket sales.
Industry Qualifications
“Domestic Waterway Transport Business License” or a license certificate stamped by the relevant local transportation department.
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Passenger Air Transport
Industry Description
Business entities providing air transport services primarily for passenger transport, covering their own ticketing activities.
Industry Qualifications
“Public Air Transport Enterprise Business License”
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Travel Service Platforms
Industry Description
Online platforms providing various urban car travel services (such as quick rides, exclusive rides, carpooling, and driving services) and shared bicycle travel services (excluding car manufacturer-operated travel platforms, such as T3 Travel).
Industry Qualifications
“Network Car Booking Business License”
Record certificate of internet information services from the provincial communication authority.
Business Scope Qualifications
For taxi services, a “Road Transport Business License” or “Taxi Business Qualification Certificate” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Travel Information and Ticket Reservation Platforms
Industry Description
Online comprehensive platforms providing various railway, road, ferry, and air travel-related services, including metro ticketing and ride code tools.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Service Business)
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Mainly includes Tencent News, Tencent Video, Q-series traffic, WeChat traffic, Youliang Hui, etc., with specific traffic available subject to actual advertising placement.
Personal Account Opening
No
Scenic Spots
Industry Description
Operators of scenic spots and related ticket service providers, such as natural and cultural scenic areas, cultural heritage sites, etc.
Industry Qualifications
None
Business Scope Qualifications
For domestic scenic spots, scenic area level certification is required.
For domestic entertainment venues, an “Entertainment Business License” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
OTA Platforms
Industry Description
Business entities operating online comprehensive travel reservation platforms and travel information, strategy content platforms.
Industry Qualifications
“Value-added Telecommunications Business License” (B25 Internet Information Service Business)
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Camping Services
Industry Description
Business entities providing camping facilities (such as tents and other equipment) and camping site services.
Industry Qualifications
None
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Business entities that develop tourism services around the geographical culture and industrial resources of rural areas or characteristic towns.
Industry Qualifications
None
Business Scope Qualifications
For domestic scenic spots, scenic area level certification is required.
For domestic entertainment venues, an “Entertainment Business License” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Resort Areas
Industry Description
Operators of comprehensive tourist areas that integrate rest, play, and entertainment, as well as related ticket service providers.
Industry Qualifications
None
Business Scope Qualifications
For domestic scenic spots, scenic area level certification is required.
For domestic entertainment venues, an “Entertainment Business License” is required.
For hotel accommodations, a “Special Industry License” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Theme Parks
Industry Description
Providers of tourism services and related ticket services that offer a tourism experience dominated by a theme, along with different landscapes and facilities.
Industry Qualifications
None
Business Scope Qualifications
For domestic entertainment venues, an “Entertainment Business License” is required.
For hotel accommodations, a “Special Industry License” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Zoos and Botanical Gardens
Industry Description
Operators of places that are open to the public for the exhibition of wild animals and plants, as well as providers of ticketing services.
Industry Qualifications
None
Business Scope Qualifications
For domestic scenic spots, scenic area level certification is required.
For domestic entertainment venues, an “Entertainment Business License” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Overseas Scenic Spots
Industry Description
Operators of scenic spots and related ticket service providers outside mainland China, such as natural and cultural scenic areas, cultural heritage sites, etc.
Industry Qualifications
None
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Study Tours and Sightseeing Activities
Industry Description
Business entities that provide sightseeing activities that combine play and learning mainly for school students.
Industry Qualifications
“Travel Agency Business License”
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Personal Account Opening
No
Cruise Ships
Industry Description
Business entities that provide cruise ships for entertainment sailing, which generally combine transportation, accommodation, restaurants, and entertainment.
Industry Qualifications
“Waterway Transport License”
Business Scope Qualifications
For international shipping services, an “International Shipping Business License” or “International Liner Transport Qualification Registration Certificate” is required.
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
Business entities that provide services such as handling entry and exit and visa procedures for tourists, soliciting and receiving tourists, and arranging accommodation and meals for tourists.
Industry Qualifications
“Travel Agency Business License”
Business Scope Qualifications
For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
Ads Spaces in Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.
In the digital era, Advertising Technology (AdTech) has become the core driving force of the advertising industry, reshaping the advertising market landscape at an unprecedented rate. It greatly enhances the efficiency and precision of advertising delivery and promotes the digital transformation of the advertising industry. This article will delve into the principles of AdTech, provide a detailed analysis of China’s mainstream advertising technologies and their corresponding tools, and offer strategic advice for advertisers on selecting the right advertising technology tools.
Principles of Implementation
The implementation of AdTech is rooted in the deep integration of big data, artificial intelligence, and automation technologies. Its essence lies in collecting and analyzing multi-dimensional, real-time user data to construct precise user profiles, thereby achieving personalized advertising delivery and performance optimization. This process can be roughly divided into the following key steps:
Data Collection: User behavior data on the Internet is collected using various methods, including cookie tracking, device ID recognition, social media login information, etc., covering browsing history, search records, purchase behavior, and more.
Data Processing and Analysis: Raw data is transformed into valuable insights through data cleaning, integration, and modeling, involving advanced analytical techniques such as data anonymization, user segmentation, and interest prediction.
Target Audience Positioning: Based on user profiles, algorithmic models identify potential audience groups that meet the needs of advertisers, achieving precise advertising delivery.
Real-Time Bidding (RTB): On the advertising trading platform (AdExchange), DSPs and SSPs compete for advertising display opportunities through a real-time bidding mechanism. DSPs automatically bid for suitable ad spaces based on the budget and target audience set by the advertiser.
Ad Display and Performance Tracking: After the ad content is accurately delivered to the target audience, the system continuously tracks key indicators such as ad display frequency, click-through rate, conversion rate, etc., to evaluate the ad performance and adjust the delivery strategy accordingly.
Overview of Mainstream Advertising Technologies and Corresponding Tools in China
With the vigorous development of the digital economy in China, advertising technology has shown a trend of diversification. Here is an overview of China’s mainstream advertising technologies and their corresponding tools:
Programmatic Buying Platforms provide comprehensive solutions for programmatic buying, supporting advertisers to deliver ads through RTB or Private Marketplace (PMP), and optimizing the allocation of advertising resources. Representative platforms include Tencent Advertising, Alimama, Baidu Marketing, and YOYI TECH.
Data Management Platform (DMP) tools focus on data collection, integration, and management, offering advertisers a wealth of data tags and in-depth analytical capabilities to aid in precise marketing. Representative service providers include Sensors Data, Umeng+, Getui, and YOYI TECH.
Demand-side Platform (DSP) tools allow advertisers to manage their advertising budgets autonomously, set delivery strategies, and adjust the delivery effects in real-time to enhance the ROI of advertising. Representative service providers include YOYI TECH.
Supply-side Platform (SSP) tools represent the media side, integrating and optimizing their own and third-party advertising resources, offering advertisers a variety of ad space choices, and improving ad fill rates and revenue. Representative service providers include Mango TV Advertising Platform, Youku Advertising Platform, and Toutiao Advertising Platform.
Advertising Trading Platform (AdExchange) tools act as the hub of the advertising market, connecting advertisers, DSPs, SSPs, and other participants, achieving real-time transactions and dynamic pricing of ad spaces. Representative service providers include Tencent Advertising Trading Platform, Baidu Phoenix Nest, and Alimama Taobao Alliance.
Customer Relationship Management (CRM) tools not only help businesses manage customer information but also enhance customer experience and promote sales conversion and loyalty through data analysis. Representative service providers include Salesforce, Facishare, and Kingdee Cloud.
Marketing Automation (MA) tools can automate tasks such as email marketing, social media posting, and customer journey management, significantly improving marketing efficiency and outcomes. Representative MA tools for the consumer goods market in China include LinkFlow and Convertlab.
Content and Creative Generation Technology uses natural language processing, image recognition, and other technologies to automatically generate advertising copy and design materials, improving creative output efficiency. Youyi Technology’s Compass has AI creative production and copywriting capabilities, helping advertisers reduce manpower and enhance creative efficiency.
How Advertisers Choose the Right Advertising Technology Tools
When selecting AdTech or MarTech tools, advertisers should think carefully to ensure that the chosen tools can maximize the realization of their marketing goals. Here are detailed expansions on the five considerations mentioned above to enhance their persuasiveness and practicality:
Precise Target Audience Positioning: Understand the audience thoroughly by defining their characteristics such as age, gender, geographic location, interests, and purchase behavior. Obtain detailed audience information through market research and user profile construction.
Tool Matching Degree: Based on the characteristics of the target audience, advertisers should choose AdTech or MarTech tools that can accurately identify and reach these audiences. For example, if the target audience is mainly active on social media, choosing a tool with strong social media advertising capabilities would be more appropriate.
Comprehensive Assessment of Data Capabilities: Evaluate the tool’s data collection channels, data storage and cleaning, integration capabilities, and advanced data analysis techniques and algorithms to ensure data quality and security.
Smoothness of Technology Integration: Understand the tool’s compatibility with existing systems, the richness of API interfaces, and the support and training provided by the supplier.
In-depth Analysis of Cost-effectiveness: Clarify the initial investment, long-term costs, and ROI assessment of the tool to choose a cost-effective solution.
As technology continues to advance, China’s AdTech will continue to evolve, providing brands with more intelligent and personalized marketing solutions. Enterprises should seize the opportunities of digital transformation and use these technologies to optimize marketing strategies, enhance brand influence, and improve market competitiveness.
The rapid development of information technology has brought about an unprecedented transformation in China’s media and advertising media industry. From traditional newspapers, magazines, radio, and television to emerging digital media, social media, and short video platforms, the diverse forms of media offer a broad space for information dissemination and advertising promotion. This article aims to help readers understand the development history of Chinese media, the current situation, and the diversity and application of advertising media.
I. The Development History of Chinese Media
In the era of traditional media, newspapers, magazines, radio, and television played a significant role in information dissemination and social supervision. Newspapers, as the earliest form of print media, carried the function of guiding public opinion and social education. Their advertisements were favored by advertisers for their wide dissemination, high authority, and credibility. Magazines attracted a specific audience with their in-depth professional content and exquisite printing, with advertisements that were highly targeted and had good preservation. Radio media, using sound as a means of communication, had the advantages of immediacy, extensiveness, and cost-effectiveness, especially in the era of information scarcity, becoming the main channel for obtaining information. Television, which started in the 1950s, gradually became the main way for family entertainment and information acquisition. Its advertisements were intuitive, vivid, and highly infectious, and with technological progress, the forms of television media have become richer.
Entering the 21st century, new media rapidly rose and changed the media landscape. Internet media broke through geographical restrictions, achieving global information dissemination, with its advertisements being precisely targeted, highly interactive, and trackable. Mobile media, with the popularity of smartphones, became the main channel for obtaining information, with mobile advertisements being convenient, personalized, and immediate, favored by advertisers. Social media such as Weibo, WeChat, and TikTok, through user-generated content and social networks, formed a strong dissemination power, with advertisements achieving precise targeting and efficient communication through user data and behavioral analysis.
Newspaper Advertising: Newspaper advertisements play an important role in brand promotion and product publicity due to their wide dissemination, high authority, and reading rates. Newspaper advertisements come in various forms, including display ads, soft articles, and classified ads. With the popularity of the internet, the rise of electronic newspapers and newspaper apps has diversified the channels for newspaper advertising.
Magazine Advertising: Magazine advertisements have a high influence in specific fields with their exquisite printing, professional content, and clear audience positioning. They usually use color printing and high-quality images to vividly display product features and brand images. Additionally, magazine advertisements have good preservation, facilitating readers to read and spread repeatedly.
Radio Advertising: Radio advertisements spread through sound and can cover a wide audience. They have relatively low production costs and are not limited by geography, suitable for national or regional advertising. Moreover, radio advertisements have a strong emotional appeal, stimulating listeners’ desire to purchase.
Television Advertising: With its intuitive, vivid, and highly infectious characteristics, television advertising has become an important means for advertisers to promote products and shape brands. Television advertisements come in various forms, including narrative ads, product demonstration ads, and celebrity endorsement ads. With the popularity of high-definition and smart TVs, the production level and dissemination effect of television advertisements continue to improve.
Internet Advertising: Internet advertising, with its precise targeting, strong interactivity, and trackable effects, has become a new favorite for advertisers. It includes various forms such as search ads, display ads, video ads, and social media ads. Through big data analysis and AI technology, internet advertising can achieve personalized recommendations and precise marketing.
Mobile Advertising: Relying on mobile devices like smartphones, mobile advertising achieves immediacy, convenience, and personalization of advertisements. It includes various forms such as app splash ads, feed ads, and native ads. Through user behavior analysis and geolocation technology, mobile advertising can achieve more precise targeting and higher conversion rates.
Social Media Advertising: Social media advertising leverages the user data and behavioral analysis technology of social platforms to achieve precise targeting and efficient dissemination. It includes various forms such as Moments ads, Weibo ads, and TikTok ads. Through social networks and user-generated content (UGC), social media advertising can create a strong word-of-mouth effect and user stickiness.
Short Video and Live Streaming Advertising: As emerging content forms, short videos, and live streaming have rapidly risen in recent years and are loved by users. Short video platforms like TikTok and Kuaishou attract user attention through short video content and insert advertisements or engage in brand cooperation. Live streaming advertising guides viewers to purchase products or pay attention to brands through the real-time interaction and promotion of the host. With their vivid, intuitive, and highly interactive characteristics, short video and live-streaming advertising have become a new channel for advertisers to promote products and shape brands.
III. Application Practice of Chinese Media and Advertising Media
Media Convergence and Cross-industry Collaboration
With the in-depth development of media convergence, the boundaries between traditional and new media are becoming increasingly blurred. Media organizations continuously enhance their communication power and influence through cross-industry collaboration and resource integration. For example, TV stations collaborate with video websites to launch online dramas and variety shows; newspapers collaborate with social media to conduct online interactive activities. These cross-industry collaborations not only enrich the forms of media content expression and dissemination channels but also provide advertisers with more advertising options.
Data-driven and Precision Marketing
The rise of big data and artificial intelligence technologies has brought revolutionary changes to the application of advertising media. By collecting and analyzing user data and behavioral characteristics, advertisers can achieve precise targeting and personalized recommendations. For instance, e-commerce platforms analyze users’ purchase history and browsing behavior data to recommend related products and coupons; social media platforms achieve precise targeting and efficient dissemination of advertisements through user profiling technology.
Content Marketing and Brand Building
Content marketing has become one of the important means of modern advertising marketing. By producing high-quality and valuable content to attract user attention and participation, advertisers can achieve dual goals of brand building and product promotion. For example, brands attract user attention and interaction by releasing interesting short videos, writing in-depth articles, or holding online events; at the same time, they expand brand influence through user sharing and word-of-mouth on social media platforms.
The Chinese media and advertising media industry is in a period of rapid development and transformation. The integration of traditional media with new media and cross-industry collaboration is becoming a trend; big data and artificial intelligence technologies have brought revolutionary changes to the application of advertising media; content marketing and brand building have become the focus of advertisers. Understanding the development history and current situation of Chinese media and the diversity and application practice of advertising media is of great significance. It is hoped that this article can provide some reference and help for advertisers.
In today’s era of information overload, advertising serves as a crucial bridge for communication between businesses and consumers, its significance is self-evident. With the acceleration of digital transformation, the forms and content of advertising have become increasingly diverse. How to effectively monitor and analyze the effectiveness of advertising has become a key link in corporate marketing strategies. Against this backdrop, China’s advertising monitoring and analysis platforms have emerged, providing businesses with comprehensive and accurate advertising effect evaluation and optimization suggestions. This article will explore the development status, main functions, application scenarios, and future trends of China’s advertising monitoring and analysis platforms.
01 Development Background of China’s Advertising Monitoring and Analysis Platforms
In recent years, China’s internet advertising market has expanded, with advertising forms shifting from traditional media such as television, newspapers, and magazines to emerging media like the internet, mobile internet, and social media. The massive growth in advertising content and the diversification of forms have made it increasingly difficult for advertisers to assess the effectiveness of their ads accurately. There is an urgent need for professional tools to assist in decision-making. At the same time, consumer’s advertising acceptance and preferences are constantly changing. How to accurately reach the target audience and improve the conversion rate of advertising has become a focus for advertisers.
Against this backdrop, China’s advertising monitoring and analysis platforms have risen rapidly, relying on advanced technologies such as big data and artificial intelligence to provide advertisers with comprehensive, multi-dimensional advertising effect monitoring and analysis services. These platforms collect, organize, and analyze advertising data to help advertisers understand the actual performance of their ads, optimize advertising strategies, and enhance marketing effectiveness.
02 Main Functions of China’s Advertising Monitoring and Analysis Platforms
The functions of China’s advertising monitoring and analysis platforms are rich and varied, covering aspects such as data collection, real-time monitoring, effect analysis, competitive product comparison, and audience analysis.
Data Collection: Platforms collect advertising data from various media platforms through web crawling technology and API interfaces, including key indicators such as ad exposure, clicks, and conversion rates. They then clean and integrate this data into a set that can be analyzed.
Real-Time Monitoring: Provides real-time monitoring services for advertising effects, allowing advertisers to view real-time data at any time, understand the current advertising placement effects, and adjust advertising strategies promptly.
Effect Analysis: Through data analysis algorithms, it conducts in-depth analysis of advertising effects, including the efficiency of advertising placement, audience response, conversion paths, etc., helping advertisers to fully understand the actual performance of their ads.
Competitive Product Comparison: Provides data monitoring and analysis services for competitive advertising, helping advertisers understand the advertising strategies of competitors and providing a reference for advertising optimization.
Audience Analysis: Helps advertisers understand the characteristics and preferences of the target audience through user behavior data and portrait analysis, thereby formulating more precise advertising strategies.
03 Application Scenarios of China’s Advertising Monitoring and Analysis Platforms
China’s advertising monitoring and analysis platforms are widely used in various industries, providing strong data support for businesses to achieve precise marketing and efficient advertising placement.
E-commerce Industry: E-commerce platforms use advertising monitoring and analysis platforms to evaluate the effectiveness of product promotion ads, optimize advertising placement strategies, and improve product sales and user conversion rates.
Internet Industry: Internet companies monitor the effectiveness of their brand advertising and competitive advertising through the platform, formulate differentiated advertising strategies, and enhance brand awareness and user stickiness.
Financial Industry: Financial institutions use advertising monitoring and analysis platforms to analyze the effectiveness of financial product advertising, accurately target customer groups, and improve the ROI of advertising placement.
Education Industry: Educational institutions monitor and analyze the effectiveness of educational advertising through the platform, understand the preferences and needs of the audience, optimize advertising content, and enhance enrollment effects.
Fast-moving Consumer Goods (FMCG) Industry: FMCG companies use advertising monitoring and analysis platforms to monitor and evaluate the effectiveness of FMCG advertising in real-time, quickly adjust advertising strategies, and capture market share.
04 Future Trends of China’s Advertising Monitoring and Analysis Platforms
Despite the significant development of China’s advertising monitoring and analysis platforms in recent years, they still face some challenges. First, data privacy and security issues have always been a focus of the industry. How to effectively collect and analyze advertising data while protecting user privacy is an important issue that platforms need to address. Second, the continuous innovation and change in advertising forms require platforms to continuously upgrade their technology to adapt to new advertising monitoring and analysis needs.
However, challenges and opportunities coexist. With the continuous development of technologies such as artificial intelligence and big data, China’s advertising monitoring and analysis platforms are expected to achieve more accurate and efficient advertising effect monitoring and analysis in the future. At the same time, as the demand for advertising effect evaluation by enterprises continues to increase, the market prospects for the platform are also very broad. Looking to the future, China’s advertising monitoring and analysis platforms will show the following development trends:
Technological Innovation: Platforms will continue to rely on advanced technologies such as artificial intelligence and big data to improve the accuracy and efficiency of advertising monitoring and analysis.
Data Integration: Platforms will pay more attention to cross-platform and cross-media data integration, providing advertisers with more comprehensive and multi-dimensional advertising effect evaluations.
Intelligent Decision Making: Through technologies such as machine learning, platforms will provide more intelligent advertising strategy suggestions, helping advertisers achieve more precise marketing decisions.
Privacy Protection: In the process of data collection and analysis, platforms will pay more attention to user privacy protection, using techniques such as differential privacy and federated learning to ensure the security and privacy of user data.
Customized Services: Platforms will provide more customized advertising monitoring and analysis services for different industries and different sizes of enterprises to meet their personalized needs.
05 Representative Advertising Monitoring and Analysis Platforms in China
iResearch
iResearch is one of China’s leading market research institutions, focusing on data monitoring and analysis in the fields of the Internet, new media, and e-commerce. Its advertising monitoring services cover multiple dimensions such as ad exposure, clicks, and conversions, providing advertisers with comprehensive advertising effect evaluations.
Rich data resources, capable of covering multiple advertising channels and platforms make iResearch stand out. In addition to basic advertising effect data, iResearch also provides in-depth industry analysis and trend forecasts. However, for specific enterprises or industries with deep customization service needs, iResearch may not fully meet them.
Miaozhen Systems
Miaozhen Systems is a leading provider of omnichannel marketing data technology solutions in China, focusing on providing advertisers with advertising effect monitoring, data analysis, and optimization suggestions. Its advantage lies in covering a variety of advertising channels both online and offline, such as search engine advertising, social media advertising, video platform advertising, e-commerce platform advertising, TV advertising, and outdoor advertising, providing comprehensive advertising effect monitoring. At the same time, Miaozhen can also provide enterprises with customized monitoring solutions to meet the specific needs of different enterprises. Of course, due to its advanced technology and comprehensive monitoring coverage, Miaozhen Systems’ service fees may be relatively high.
AdMaster
AdMaster is a company focused on digital marketing effect monitoring and analysis, providing advertisers with cross-platform, cross-media advertising effect monitoring services, capable of monitoring the effects of various digital advertising platforms, including search engines, social media, video platforms, etc. With advanced tracking and analysis technology, AdMaster, with its professional consulting and service team, provides one-on-one customized services for customers. However, it is worth noting that although AdMaster excels in the field of digital marketing, it may be somewhat insufficient in monitoring traditional advertising channels.
TrackingIO is a professional mobile advertising effect monitoring and analysis platform, focusing on the mobile advertising field, with deep experience and technical accumulation in monitoring and analyzing mobile advertising, from user source to user activity, from user retention to behavior analysis, providing comprehensive data monitoring and analysis services. Relative to other platforms, TrackingIO maintains a high-cost performance while providing comprehensive services.
AppsFlyer
AppsFlyer is a global leader in mobile app marketing attribution and analysis platforms and also has a wide influence in the Chinese market. AppsFlyer has a broad market recognition and user base, together with a professional team in the Greater China region, members of which have rich experience in the mobile internet field and can provide high-quality services for customers. In addition, AppsFlyer is the only third-party platform that has done a deep docking with Facebook, capable of obtaining multi-dimensional data such as exposure, clicks, installations, and costs. However, the platform mainly focuses on mobile applications and may be somewhat insufficient in monitoring other forms of advertising.
China’s advertising monitoring and analysis platforms are playing an increasingly important role in the advertising industry. Through continuous technological innovation and service upgrades, these platforms are expected to provide enterprises with more accurate and efficient advertising effect evaluation and optimization suggestions, helping enterprises stand out in the fierce market competition. However, each advertising monitoring and analysis platform has its unique advantages and disadvantages. Enterprises should choose the most suitable platform based on their own needs, budget, and industry characteristics.
As globalization continues to deepen, international brands are increasingly turning their attention to the vast Chinese market. With the largest number of internet users in the world and a digital advertising market size that ranks at the forefront globally, programmatic advertising, as an essential means of digital marketing, is gaining increasing attention. This article will delve into the development history of China’s programmatic advertising ecosystem, analyze its main players and functions, compare it with the foreign ecosystem, and finally provide strategic recommendations for foreign advertisers entering the Chinese market.
Development History of China’s Programmatic Advertising
Since being hailed as the “Year of Programmatic” in 2012, China’s programmatic advertising has experienced a period of enthusiastic capital pursuit, an outbreak period, and an adjustment period that has attracted industry-wide attention. With advertisers focusing on issues such as traffic fraud and advertising transparency, the industry has gone through a period of calm reflection during the adjustment period to the current refined transformation. The Chinese programmatic advertising market has undergone rapid development and transformation.
Embryonic Stage (2008-2011)
During this period, programmatic advertising began to sprout in China, with many companies starting to try this emerging marketing method. In 2011, Alimama launched the advertising trading platform Tanx, marking the preliminary exploration of China’s programmatic advertising.
Rapid Development Period (2012-2013)
The year 2012 is regarded as the inaugural year for programmatic advertising in China, with a plethora of companies launching DSP products. Google’s advertising trading platform also officially went live in China that year. In the following year, giants such as Tencent, Sina, and Baidu joined the programmatic advertising market, propelling the industry’s rapid development.
Eruption Period (2014-2016)
Driven by capital, the programmatic buying market entered an explosive period. Statistics show that during this time, more than a hundred programmatic buying platforms emerged. However, the market also faced issues like fake traffic, brand safety, and opacity, which gradually attracted industry introspection.
Shuffling Adjustment Period (2017 to Present)
As the market matures and advertisers demand higher transparency, the programmatic advertising market has entered a period of shuffling and adjustment. Companies with outstanding technology, resources, and reputation have begun to stand out, while other platforms face the pressure of being eliminated. Advertisers have started to focus more on the quality of advertising delivery rather than the quantity, with a preference for precise delivery that brings verifiable value.
Main Changes and Trends in China’s Programmatic Advertising Ecosystem
As market demands evolve, advertisers increasingly prefer precise delivery and performance measurement, driving the development of programmatic buying technologies, such as Real-Time Bidding (RTB) and Direct Programmatic Buying. In addition, China’s unique market environment and policy orientation are also shaping the unique development path of the programmatic advertising ecosystem, with the following trends emerging:
Increased demand for vertical platform advertising delivery: Advertisers are paying more and more attention to the quality of advertising delivery, with a preference for precise delivery that brings verifiable value.
The rise of Connected TV (CTV): With the increase of CTV users, programmatic TV advertising has become a new growth driver in the industry.
Improvement of KOL programmatic advertising delivery: Programmatic technology helps advertisers more accurately select KOLs for promotion, achieving systematic and programmatic KOL management.
Cross-platform and cross-device advertising delivery: With the advent of the all-screen era, brands have higher requirements for the scenario of digital marketing, and cross-device programmatic advertising delivery will receive more attention.
Enhancement of transparency and industry standards: Advertisers are increasingly concerned about industry transparency, and industry norms and standards are being strengthened, with third-party monitoring agencies and high-standard industry norms playing an important role.
Focus on brand safety and advertising effectiveness: Advertisers’ focus has shifted from extensive “quantity” to refined “quality,” with brand safety and advertising effectiveness becoming key topics.
Integration of advertising transaction data: To improve the conversion rate of advertising and consumer experience, the integration of data generated in advertising transactions, more efficiently positioning the right target audience and the right delivery opportunity, has become the focus of the next wave of digital transformation.
Main Players in China’s Programmatic Advertising and Brief Introduction
China’s programmatic advertising ecosystem is a diversified and highly integrated system, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), Advertising Exchanges, Data Management Platforms (DMPs), Programmatic Creative Platforms, Monitoring and Analytics Tools, Programmatic TV, and Programmatic Digital Out-of-Home (pDOOH), among other roles. These platforms and tools, through efficient technical means, have achieved automated purchasing, precise delivery, and data recovery of advertising resources, providing advertisers with one-stop services from strategy formulation to performance evaluation, promoting the digital transformation of the entire advertising industry.
DSP (Demand-Side Platform): A platform that helps advertisers or ad agencies to automatically lock in target traffic, purchase advertising space, control budgets, and optimize strategies. YOYI Tech’s Plus platform, covering high-quality advertising resources from mainstream Chinese media, can help advertisers achieve their advertising goals efficiently and economically.
Ad Exchange & SSP: Advertising trading platforms and supply-side platforms are responsible for the buying and selling of advertising inventory. For example, HUAWEI Ads, as a newly included platform, covers more than 730 million monthly active users.
Trading Desk: A procurement trading platform and technology, providing one-stop automated advertising platform services. YOYI Tech’s OneDesk is a representative TD that integrates various high-quality media and advertising resources.
Data Supplier & Data Management: Data provision and management platforms support advertisers in more accurately targeting their audience.
Programmatic TV: Programmatic television advertising provides opportunities for the programmatic purchase of television and outdoor advertising.
Measurement & Analytics: Monitoring and analytical tools help advertisers evaluate the effectiveness of their advertising.
pDOOH: Programmatic outdoor advertising, which leverages technology to automate the placement of outdoor advertising. For example, Asiaray (Ya Shi Wei) and DiDi are newly included platforms.
Differences and Similarities between China’s and Foreign Programmatic Advertising Ecosystems
Compared to foreign ecosystems, China’s programmatic advertising ecosystem also faces challenges in data privacy protection and user choice rights. With the implementation of “privacy protection” mechanisms, the space freely available for the audience identification mechanisms that programmatic advertising relies on to operate is increasingly narrowing. There are some significant differences between China’s programmatic advertising ecosystem and that of foreign countries, as follows:
Market Size and Maturity: Although China’s programmatic advertising market is large, it is still in a stage of continuous development and adjustment compared to the more mature markets of Europe and the United States.
Technology and Platform Development: China’s programmatic advertising technology ecosystem map shows that the market is adapting to changes in privacy protection mechanisms and audience identification mechanisms, such as OAID replacing IMEI, and IDFA facing more refined authorization for use.
Influence of Super Platforms: In China’s programmatic advertising ecosystem, large technology companies like HUAWEI Ads occupy an important position through their closed-loop ecosystem products, which is different from the situation abroad where giants like Facebook and Google dominate and work with many small and medium-sized platforms.
Advertising Forms and Innovation: China’s programmatic advertising is exploring new forms such as Programmatic TV and pDOOH, while the development of these fields in foreign markets may be more mature.
Considerations for Foreign Advertisers Entering the Chinese Advertising Market
Understand the Market Environment: China’s advertising market has a unique cultural and regulatory environment. Foreign advertisers need to deeply understand these characteristics. An in-depth understanding of Chinese market characteristics and consumer behavior is key to success. For example, Chinese consumers’ dependence on mobile devices is much higher than in other countries, which has an important impact on advertising delivery strategies.
Data Compliance: With the strengthening of data privacy protection, advertisers must ensure that their data collection and use comply with Chinese laws and regulations. Strictly comply with Chinese laws and regulations, especially in terms of data protection and privacy. For example, understand and comply with the relevant requirements of the “Cybersecurity Law” and the “Personal Information Protection Law.”
Choice of Partners: Choosing experienced and resourceful local partners can help foreign advertisers adapt to the market environment more quickly and achieve effective market penetration.
Technical Adaptability: Utilize local Chinese technology platforms and services, such as DSPs and Ad Exchanges, to achieve more precise advertising delivery.
Cultural Sensitivity and Localization Strategy: Advertising content needs to consider the sensitivity of Chinese culture to avoid cultural conflicts or misunderstandings. Develop advertising content and marketing strategies that conform to Chinese cultural and social values. For example, respecting Chinese traditional festivals and customs can improve the acceptance and effectiveness of advertising.
The development of China’s programmatic advertising has been diverse and dynamically changing, from initial exploration to current refined operations, with the market continuously maturing and improving. The Chinese programmatic advertising market offers great opportunities for foreign advertisers but also comes with challenges. By deeply understanding the market environment, complying with laws and regulations, formulating localization strategies, and choosing the right partners and technology platforms, foreign advertisers can succeed in this vibrant market.
With the robust growth of China’s economy and the acceleration of digital transformation, China’s advertising market has become one of the most dynamic advertising ecosystems globally. However, the rapid development of the advertising industry has also brought many challenges, such as false traffic, brand safety issues, and data transparency. These issues not only harm the interests of advertisers but also impact the consumer experience. Therefore, advertising verification platforms have emerged in China, becoming key to ensuring the authenticity, effectiveness, and safety of advertising placements.
I. Classification of China’s Advertising Verification Platforms
Understanding the different types of advertising verification platforms helps advertisers better grasp their role in the market and strengthen their understanding of the ecosystem of China’s advertising market. Advertising verification platforms can be divided into the following types based on their main functions and services:
Advertiser Verification Platforms: These platforms focus on verifying the identity, qualifications, and creditworthiness of advertisers to ensure their legality and integrity, preventing false advertising and fraudulent activities.
Advertising Content Verification Platforms: These platforms are mainly used to verify the compliance and accuracy of advertising content, including whether the advertising involves false propaganda, misleading statements, or infringement.
Traffic Verification Platforms: Traffic verification platforms focus on verifying the quality of traffic for advertising placements, ensuring that the traffic obtained by advertisers is genuine and effective, preventing traffic fraud and volume brushing behavior.
Data Verification Platforms: These platforms provide data verification services to ensure the authenticity and accuracy of the data used by advertisers and advertising platforms, such as audience data and click-through rate data.
Programmatic Advertising Verification Platforms: These platforms combine programmatic advertising purchase technology to provide automated advertising verification services, helping advertisers and advertising platforms monitor and manage advertising activities in real time.
Anti-Fraud Platforms: Focused on preventing advertising fraud, including click fraud, installation fraud, etc., identifying and blocking fraudulent traffic through technical means.
Brand Safety Verification Platforms: These platforms focus on protecting the brand safety of advertisers to avoid ads appearing in inappropriate content or environments, such as bad content, pirated content, etc.
II. Examples of China’s Advertising Verification Platforms
Next, let’s look at some well-known advertising verification platforms in the Chinese market to intuitively feel the role and influence of these platforms.
Alibaba’s Diamond Stand: Mainly used for verifying the effectiveness of advertising on the Taobao and Tmall platforms, ensuring the effectiveness and transparency of advertising placements.
Baidu’s Baiqingteng: Provides monitoring and verification services for advertising placements, helping advertisers evaluate the effectiveness of advertising placements and optimize advertising strategies.
Tencent’s Advertising Insights: Tencent’s advertising verification platform, is used to verify data such as advertising exposure, clicks, and conversions, enhancing the advertising placement effect for advertisers.
Weibo Super Manager: An advertising management and performance monitoring platform launched by Weibo, helping advertisers monitor the effectiveness of advertising placements and conduct data analysis.
JD Jingzhuntong: It has successfully passed the Traffic Anti-Fraud Project Evaluation CAF certificate issued by TAG (Trustworthy Accountability Group, a U.S. advertising self-regulatory organization), becoming one of the first comprehensive advertising platforms in China to obtain this certification.
These platforms help advertisers improve the transparency and effectiveness of advertising placements by providing professional verification services.
III. Features of China’s Advertising Verification Platforms
China’s advertising verification platforms have the following features in terms of functionality and characteristics:
Data Transparency and Strong Monitoring Capabilities: These platforms can usually provide detailed data reports, including key indicators such as advertising exposure, clicks, conversion rates, etc., helping advertisers fully understand the effectiveness of advertising.
Multi-platform Coverage: For different advertising placement platforms (such as Alibaba, Baidu, Tencent, Weibo, etc.), these platforms provide corresponding verification services with a wide coverage range.
High Precision: Through big data analysis and artificial intelligence technology, these platforms can accurately evaluate the effectiveness of advertising, helping advertisers accurately optimize advertising strategies.
Real-time Monitoring and Feedback: Able to monitor the effectiveness of advertising placements in real-time, providing timely feedback on data and analysis results, helping advertisers adjust advertising strategies and improve the effectiveness of advertising placements.
Compliance and Security: These platforms can usually ensure the compliance of advertising placements, protect user privacy and data security, and comply with relevant laws and regulations.
IV. The Operation Logic of China’s Advertising Verification
(1) Advertising Content Review
Keyword Filtering: Advertising verification platforms filter keywords in advertising content to exclude illegal, illegal, or sensitive information.
Image Recognition: Using image recognition technology, scan and analyze images in advertisements to identify any false or misleading content.
Text Analysis: Through natural language processing technology, conduct an in-depth analysis of advertising copy to ensure its content is true, accurate, and complies with relevant laws, regulations, and ethical standards.
(2) Traffic Anti-Fraud
Behavior Analysis: Advertising verification platforms analyze user clicks, browsing, and other behavioral data to identify abnormal traffic, such as clickbots, malicious brushing, and other fraudulent activities.
Device Recognition: Use technical means such as device fingerprinting and IP addresses to identify abnormal access behavior under the same device or IP address.
Data Cross-Verification: Cooperate with third-party data providers to cross-verify advertising data to ensure the authenticity of advertising displays and clicks.
(3) Advertising Effectiveness Evaluation
Click-Through Rate Monitoring: Real-time monitoring of the click-through rate of advertisements, analyzing whether user clicks are genuine and effective.
Conversion Rate Analysis: Track user behavior after clicking on advertisements, such as purchases, registrations, etc., to evaluate the conversion effect of advertisements.
ROI Calculation: Calculate the return on investment (ROI) of advertisements based on advertising input and output data, providing decision support for advertisers.
(4) Compliance with Laws and Regulations
Compliance Review: Advertising verification platforms conduct compliance reviews of advertising content to ensure that it complies with relevant laws, regulations, and advertising industry standards.
Privacy Protection: Strictly comply with data protection laws and regulations during the verification process to ensure the privacy and data security of users.
(5) Technological Innovation and Application
AI Technology: The utilization of artificial intelligence technologies, including machine learning and deep learning, enhances the precision and efficiency of ad verification processes.
Big Data Analysis: Leveraging big data analytics to deeply mine and scrutinize advertising data, providing advertisers with more accurate ad placement recommendations.
Feedback Mechanism: Establishing a feedback system to gather the suggestions and advice of advertisers and users, to continuously refine the functionality and services of the ad verification platform.
Technological Updates: Staying abreast of industry trends and technological advancements to ensure timely updates and optimization of the technological infrastructure and algorithmic models of the ad verification platform.
Taking JD Jingzhuntong as an example, the platform has not only provided comprehensive advertising services but has also achieved notable success in ad verification. It has successfully passed the certification for the Certified Against Fraud (CAF) project issued by TAG (Trustworthy Accountability Group), an American advertising self-regulatory organization, becoming one of the first integrated advertising platforms in China to receive this certification. This signifies that JD Jingzhun Pass’s capabilities in preventing traffic fraud and illegal advertising activities in the digital advertising sector have gained recognition from an international authoritative body.
Chinese ad verification platforms play a crucial role in ensuring the authenticity of advertisements and improving their effectiveness. As technology continues to advance and market demands grow, these platforms will keep evolving and innovating, offering advertisers more comprehensive and precise services. Advertisers need to select the most suitable verification platform based on their specific needs and market changes to maximize the value of their ad placements.
A DMP (Data Management Platform) can provide audience targeting for advertising campaigns through demographic labeling and establish user profiles based on campaign data. It manages these labels and facilitates retargeting, thereby helping advertisers or agencies review and optimize their advertising strategies more efficiently.
Classification of DMPs
Based on the ownership of the DMP platform, DMPs are categorized into first-party, second-party, and third-party DMPs.
First-Party DMP: Refers to an internal DMP built by large advertisers themselves or with the help of external technology providers. It is used for analyzing and managing user data, providing decision support and user data support for marketing processes and is widely used in industries such as e-commerce, gaming, and travel.
Second-Party DMP: Refers to a DMP built by demand-side service providers (usually DSPs) to assist advertisers in better campaign deployment, enhancing effectiveness while increasing the volume of placements, indirectly boosting the advertiser’s spending on the demand-side platform.
Third-Party DMP: Refers to a DMP primarily engaged in data transactions, offering services such as data exchange and sales to demand-side entities. It typically requires integration with DSPs before being applied to advertising campaigns. If it involves PC data, a cookie mapping process is also necessary between the DSP and DMP.
There are numerous third-party data providers in the market. Here are some of the larger ones:
BAT: Alibaba’s e-commerce data, Tencent’s social data, and Baidu’s search data. Generally, these data sources have relatively high barriers to access.
Companies with a wealth of valuable offline data: It’s important to highlight offline data, as we live in the real world where online behavior may not truly reflect our intentions. For instance, a user browsing cars online may not necessarily intend to purchase, but a visit to a car dealership suggests a high likelihood of intent. Typical representatives include companies like Zhanhui Zongying, which holds real user activity data from airports, high-speed railways, and the automotive industry chain, and UnionPay Smart, which has offline transaction data from POS machines. Recently, these data-rich companies have been activating data monetization models, offering advertisers superior programmatic advertising solutions through self-built DSPs and unique DMPs.
Third-party monitoring companies also hold a large amount of advertising campaign data due to the nature of their business. Typical representatives include companies like MiaoZhen and AdMaster; mobile representatives include TalkingData and Umeng.
Media companies also provide demographic data services (such as gender, age, and interests), but the coverage of a single media source is inherently limited.
Traditional CRM technology service companies are also present, but integrating CRM data with online data has always been a challenging issue.
DSP companies also possess some data, primarily sourced from advertising traffic. Advertising exchanges provide user and media information data such as the current media, position, and IP of the user’s advertisement to help DSPs make better bidding decisions based on user behavior. As a result, DSPs have accumulated a wealth of data based on this advertising traffic and their past advertising performance data. However, since this data is carried within the advertising traffic and much of the RTB traffic is “remnant traffic,” it has a certain degree of fragmentation and may not reflect the entirety of a user’s online behavior. Especially on mobile ADX, unlike PCs, it cannot provide the URL of each ad content page, only the App in which the user’s ad is displayed, and the latitude and longitude obtained is merely the user’s offline location when the App is opened to display the ad, which may not reflect the user’s entire movement trajectory. Therefore, such fragmented data makes it difficult to analyze and label user behavior as continuously and precisely as on the PC side.
Basic Functionality and Core Process of Data Sample Learning
The most fundamental function of a DMP is to collect various online and offline data through different means and channels. The types of data can be diverse, not limited to advertising campaign data but also including CRM, surveys, third-party, and other data sources. Advertisers focus on different aspects of data from different sources:
For First-Party DMP data, advertisers are more concerned with the analytical capabilities of first-party data, such as consumer behavior analysis on official websites and offline, and media attribution analysis.
For Second-Party DMP data, advertisers are more concerned with the application of second-party data in advertising campaigns and the impact of media content and categorization on advertising efficiency.
For Third-Party DMP data, advertisers focus more on the efficient output methods and connectivity and effectiveness of the data.
The basic functionality of a DMP mainly revolves around various stages such as data collection, cleansing, integration, management, analysis, and application.
Data collection, cleansing, integration, and management focus on aspects such as timeliness, accuracy, reliability, stability, scalability, and automation of data processing.
Data analysis and application focus on the mining of “people” and “patterns” within the data. Creating audience profiles, classifying and tagging data, and providing guidance for marketing and decision-making are key.
Ad Exchange platforms (AdX) integrate advertising resources and networks, facilitating the sale of advertising space through various transaction methods, including programmatic direct buying, preferred deals, and real-time bidding. DSPs can interface with AdX to purchase media ad impressions transparently through different transaction methods, accurately targeting audiences to improve advertising ROI. Theoretically, the role of a Supply-Side Platform (SSP) is to connect with media and then to AdX. However, since the functionality of SSPs is now essentially the same as AdX, we can discuss Ad Exchange and SSP together under the term AdX.
PDB (Programmatic Direct Buying): PDB is the preferred model for the highest quality advertising resources in media. These resources are often in high demand and sought after by advertisers. To secure these premium resources, advertisers typically negotiate a fixed price with the media in advance, reserving these spots exclusively. Unlike traditional advertising, PDB allows for audience targeting, but this targeting is limited to a few broad demographic dimensions.
PD (Preferred Deals): After the highest-quality resources are secured by major brands, there remains a pool of relatively high-quality resources with uncertain impressions. If an advertiser purchases these uncertain volumes at a negotiated price, this model is known as PD. The downside of PD is the uncertainty of resource allocation, but the advantage is that the advertiser does not have to commit to a certain volume of impressions and can target the specific audience they need, preventing waste of advertising resources.
RTB (Real Time Bidding): After the high-quality resources are purchased, there will always be some less desirable resources left that are not favored by advertisers. Media does not want to waste these long-tail and lower-quality resources, so they are put on the open market for smaller advertisers to bid on through RTB. The placement and pricing of these resources are uncertain and determined in real time.
Comparison of AdX Transaction Models
Model
Buying Method
Requires Advance Order
Display Priority
Guarantee Volume
Resource Quality
Resource Placement Reservation
Pricing and Volume Guarantee
PDB
Fixed CPM/CPD
Yes
Highest
Yes
Premium
Yes
Fixed price, fixed volume
PD
Fixed CPM
Yes
After premium
No
Relatively good
No
Fixed price, no volume guarantee
RTB
Bid CPM
No
Remaining traffic
No
Non-premium
No
No price or volume guarantee
Classification and Examples of Domestic AdX
AdX platforms are generally classified into public and private AdX based on their ownership of the main media resources.
Public AdX: Public AdX does not own media resources and acts as a typical intermediary matching buyers and sellers. The characteristics of these AdX include large traffic volume and low prices, but the quality of traffic is inconsistent, mainly consisting of long-tail traffic and a small amount of surplus traffic from top vertical media (media that have not established their own AdX).
Private AdX: These AdX platforms belong to major media owners and are centered around the resources of these media. Examples include the AdX of major portal media (Tencent, Sina, Sohu, etc.), video media (YouTube, IQIYI, LeTV, etc.), and emerging mobile media (Xiaomi, Momo, etc.). The traffic quality of these AdXs is relatively better since it is the media’s traffic, and the prices are slightly higher. Sometimes, to reduce the overall buying cost, these AdX may also introduce cheaper external media traffic in addition to their own.
In the advertising placement process, the review of advertising materials and the qualifications of advertisers is a key step that directly affects the efficiency of advertising placement, the quality of advertising, and the reliability of advertising information. The media that ultimately publishes the information is the responsible entity as stipulated by advertising law.
As the most centralized hub of advertising transactions, AdX has become the main gatekeeper for the review process. The review mainly involves the qualifications of advertisers, the upload and review of advertising materials, the review of advertiser qualifications and materials from the DSP side, and the review of advertiser qualifications and materials from the AdX side. Understanding the review entities should provide a basic understanding of whom to consult and appeal to in daily work practice.
KPIs Around AdX
These data indicators are seen from the perspective of AdX and may not be the same as what DSPs see due to network losses:
Total available bid requests: Based on the total traffic of AdX, the total number of bid requests can be sent to various DSPs, which is considered as the available inventory of AdX.
Filtered request volume: After setting filtering conditions on the AdX self-service platform, the number of bid requests filtered by each DSP, such as filtering certain sizes or websites.
Actual request sent: AdX will send the actual number of bid requests to each DSP based on the QPS limits set by the DSP on the AdX self-service platform. This indicator shows how much inventory the DSP can see, and AdX can also evaluate the consumption capacity of each DSP.
Actual request rate: The ratio of the actual number of requests sent by AdX to each DSP to the total number of available bid requests. AdX can use this indicator to assess the consumption capacity of each DSP.
Number of bids: The number of bids a DSP participates in.
Bid participation rate: The proportion of the number of bids a DSP participates in into the actual number of requests sent. AdX can use this indicator to assess the purchasing willingness of each DSP.
Number of abandoned bids: The number of bids a DSP has abandoned as seen by AdX (actual request number – number of bids).
Abandoned bid rate: The ratio of the number of abandoned bids a DSP has to the actual number of requests sent.
Number of valid bids: The number of bids successfully responded to that meet the placement constraints (can be placed) for materials and advertisers.
Number of invalid bids: The number of invalid bids due to reasons such as unreviewed advertiser qualifications, banned industries and categories, response timeout, parsing errors, etc. AdX can use this indicator to assess the technical and execution management capabilities of each DSP and assist in reducing this number.
Response timeout count: The number of network failures or response timeouts (generally required <100ms) received from a DSP.
Response timeout rate: The ratio of the response timeout count of a DSP to the actual number of requests sent. AdX can use this indicator to assess the technical capabilities of the DSP’s Bidder and network conditions.
Parsing error count: The number of parsing failures caused by incorrect data packet formats returned by a DSP in the bidding process.
Parsing error rate: The ratio of the parsing error count of a DSP’s returned package to the actual number of requests sent.
Number of successful bids: The number of advertising exposure opportunities successfully won by a DSP.
Bid success rate: The ratio of the number of successful bids a DSP has to the number of bids participated in.
Number of failed bids: The number of bids a DSP did not win in the bidding process because the bid was not the highest (valid bid number – number of successful wins).
Bid failure rate: The ratio of the number of failed bids a DSP has to the number of bids participated in.
Traffic utilization rate: The ratio of the number of successful bids a DSP has to the actual number of requests sent.
Driven by the digital wave, China’s advertising market has shown a diversified development trend. From traditional television and radio to modern internet platforms, various media provide publicity and promotional services for different industries. At the same time, various advertising agencies play an important role in the market, providing customized marketing solutions for brands.
Television Advertising and Its Primary Industries
Television advertising has always been an important choice for advertisers due to its extensive coverage and strong visual experience. It combines visual images, colors, and movements to create a deep impression, effectively displaying product features and establishing an emotional connection with the audience. Especially for seasonal products and urgent promotions, the immediate dissemination capability of television advertising is crucial.
The main industries of television advertisers include the food industry (such as health care products, snacks, and cooking oil), the beverage industry (such as infant formula, UHT milk, tea, and yogurt), the commercial and service industry (such as healthcare institutions and retailers), and the personal goods industry (such as glasses/contact lenses, men’s razors, watches, and cleaning products). These industries not only enhance brand awareness and memorability through television advertising but also increase the brand’s authority and trustworthiness.
Outdoor advertising, with its 24-hour long-term exposure and wide visibility, covers densely populated areas, ensuring that brand messages are seen by a large number of people. Outdoor advertising has strong geographical targeting, precisely attracting the target audience in business districts or communities. Compared with television and online advertising, outdoor advertising has a strong visual impact, high cost-effectiveness, and helps in long-term brand reinforcement.
The main industries of outdoor advertisers include the beverage industry (such as mineral water, fruit and vegetable juice, and yogurt), the food industry (such as snacks, series of food products, and health care products), the cosmetics/bathroom products industry (such as skincare products, baby hygiene and bathroom products, and oral care products), the home appliance industry (such as home appliances and smart appliances), and the alcoholic beverage industry (such as Chinese meals wine, medicinal wine/tonic wine, and fruit wine). Outdoor advertising, integrated with technology, can provide interactive experiences, establish emotional connections, and enhance market coverage.
Radio Advertising and Its Primary Industries
Radio advertising attracts a mobile audience, such as drivers and commuters, with its extensive coverage and immediacy. It is cost-effective, especially suitable for small businesses, and has the flexibility to respond quickly to market changes. Localized radio can penetrate specific communities, and the emotional connection between program hosts and listeners enhances the trust in advertisements.
The main industries of radio advertisers include the food industry (such as health care products, corporate image of food, and condiments), the entertainment and leisure industry (such as scenic spots, national and city image, restaurants, tourism product service organizations, and hotels), the commercial and service industry (such as education/training categories), and other industries (such as home decoration, e-commerce brands, drugs, post and telecommunications, and alcoholic beverages). The high frequency of contact and multitasking advantages of radio make brand messages frequently and naturally blend into daily life.
Internet Advertising and Its Primary Industries
Internet advertising stands out for its target accuracy, cost-effectiveness, and measurability. It allows brands to finely target based on user characteristics, covering the vast user base of the internet. The flexibility and customization of Internet advertising allow brands to quickly respond to market changes, and interactive elements such as links and social media increase user participation.
The main industries of internet advertisers include IT products and office automation services (such as WeChat Work, DingTalk, etc.), major e-commerce/internet/video platforms (such as Taobao, TikTok, iQiyi, and other brands), the transportation industry (such as online car-hailing, carpooling, etc.), the financial industry (such as major banks, funds, and stock agency organizations), post and telecommunications (such as mobile phones, broadband packages, etc.), entertainment and leisure activities (such as exhibitions, performances, etc.), as well as the real estate/construction industry, industrial goods, and the alcoholic beverage industry. The multi-platform placement ability and creative freedom of Internet advertising provide brands with a variety of promotional methods.
Introduction to Advertising Agencies in the Chinese Market
Advertising agencies act as a bridge connecting advertisers and media channels, providing professional advertising placement and marketing services. Based on the content and characteristics of the services, advertising agencies can be divided into the following categories.
4A Creative Agencies
Focus on creating innovative and impactful advertising content, such as visual design, advertising copy, and brand stories. For example, Ogilvy, Accuen, and Angis, etc.
Media Agencies
Responsible for media planning and purchasing, helping brands effectively place advertisements on various media channels. Services include media strategy development, market analysis, media negotiation and purchasing, ad placement, and effectiveness evaluation.
PR Agencies
Focus on shaping and maintaining brand images, and communicating with the public through media relations, event marketing, and crisis management. Services include press release writing, media interview arrangements, brand spokesperson management, and crisis PR strategies.
Digital Agencies
Focus on digital marketing and online advertising, including search engine optimization (SEO), search engine marketing (SEM), and social media marketing. Services include website design, content marketing, email marketing, data analysis, and digital ad placement.
Entertainment Marketing Agencies
Combine entertainment industry resources, such as movies, TV, music, and sports, to create joint marketing opportunities for brands. Provide entertainment marketing solutions such as brand implantation, event sponsorship, celebrity endorsements, and content cooperation.
Media Communication Agencies
Focus on disseminating brand information through various media channels, which may include online and offline communication strategies. Services may involve ad placement, content distribution, media relationship establishment, and brand communication activities.
Multi-Channel Networks provide content management, business cooperation, and audience growth support for video and social media content creators. Services include content creative guidance, copyright management, brand cooperation opportunities, audience analysis, and revenue optimization services.
Social Media Marketing Agencies
Focus on helping brands establish and maintain a social image on social media platforms. Services include social media account management, content creation, audience interaction, ad placement, and social media strategy development.
Demand-side platforms provide services for brand advertisers or ad agencies, acting as an automated online advertising purchasing system known as DSP (Demand-Side Platform). DSPs enable advertisers or ad agencies to programmatically select targeted traffic and purchase ad spaces, control budgets, and optimize advertising strategies in real-time. As an integral part of digital marketing and programmatic advertising, DSP platforms offer advertisers an efficient and intelligent way to deploy ads.
Classification of Chinese DSP Platforms and Corresponding Suppliers
Analysis of Entrants
Ad agencies or ad networks transitioning into DSPs: With a wealth of advertiser resources, these companies can directly integrate into the DSP landscape. Their entry can involve building a technical team to develop a DSP, purchasing a DSP technology solution for private deployment, or acquiring a DSP company outright, with representatives such as HaoYe and others.
Ad Exchange or SSP companies expanding into DSPs
These companies, with significant traffic resources, aim to connect directly with advertiser resources. Leveraging existing technical capabilities, they typically develop a DSP in-house, with representatives including Baidu, Alibaba, Tencent, Youku, and more.
Pure-tech companies entering DSPs
Originating from a technical background, these companies have entered the programmatic advertising field rapidly, using their technological edge. Representatives include YOYI Technology and others.
Large-budget advertisers building their DSPs
With ample advertising budgets, these advertisers seek to efficiently utilize their proprietary data to enhance campaign performance and gain transparency over traffic. Their approach can range from developing a technical team for DSP creation to purchasing technology solutions for private DSP deployment. The YOYI Plus team offers a DMP+DSP model, providing large-budget advertisers with a solution for the efficient use of first-party data and transparent execution of programmatic advertising.
Based on the resources connected and the target of service, DSPs can be further classified into Pure Web DSPs, Mobile DSPs, Cross-screen DSPs, and DSP+.
Pure Web DSPs
Focus on web traffic and services for web-oriented clients, evolving towards cross-screen DSP capabilities.
Mobile DSPs
Concentrate on mobile traffic and advertisers targeting mobile users.
Cross-screen DSPs
A hybrid of PC and mobile DSPs, offering inventory across multiple screens, including computers, smartphones, tablets, etc. YOYI Plus is a leading cross-screen DSP in China with Mobile, PC, OTT, and CTV inventories in hand.
DSP+
Encompasses various specializations such as DSP+advertiser types (e.g., performance DSPs, brand DSPs), DSP+vertical industries (e.g., financial DSPs, e-commerce DSPs), DSP+resource types (e.g., video DSPs). However, performance DSPs now generally serve brand clients as well, making pure performance DSPs rare.
Depending on the background of the DSP owner, such as owning proprietary media or being an advertiser themselves, DSPs can be categorized as follows.
Third-Party Independent DSPs
DSP platforms that bid on traffic from various Ad Exchanges/SSPs. Notable examples include YOYI TECH, FancyDigital, WiseMedia, Domob, etc..
Large Media Proprietary DSPs
Private DSPs are built by large media companies with their traffic. Examples include Tencent DSP, Sina DSP, Youku DSP, Toutiao DSP, etc. These DSPs have competitive advantages due to their unique traffic resources but may face challenges when advertisers seek cross-media frequency control for multi-media campaigns.
Advertiser Proprietary DSPs
Large advertisers, due to the privacy of their business data, cannot apply it to third-party DSP platforms. To activate this data, some advertisers opt to build their DSPs, using their technology and business data for ad deployment, achieving self-operation. Examples include Ctrip DSP, NetEase DSP, etc.
DSPs with Unique DMP Data
Companies like UnionPay with POS transaction data, and Opsmart Technology, with data from large offline traffic scenarios, use DSPs for monetization. These companies are relatively neutral in ad traffic and create value for advertisers through unique data, which is their core driving force.
Trading Desk (TD)
A Trading Desk, similar to a DSP, provides an integrated technical solution for managing multiple DSP platforms. Advertisers can manage campaigns across various DSPs through a TD, including budget allocation, strategy adjustment, and performance reporting. TDs typically serve brand advertisers who often advertise across multiple DSP suppliers, involving overall budgeting, frequency control, and unified campaign management.
TDs can be categorized into Agency Trading Desks (ATDs), Independent Trading Desks (ITDs), and Brand Trading Desks (BTDs).
Agency Trading Desks (ATDs)
Trading desks within 4A agencies serving multiple brand advertisers, such as Xaxis, Accuen, AOD, and Changrong.
Independent Trading Desks (ITDs)
Similar to ATDs they serve multiple ad agencies or direct clients, like YOYI OneDesk, Chinapex, and Fuge.
Brand Trading Desks (BTDs)
Trading desks are built in-house by advertisers or with technology providers for internal use, such as the Yili Trading Desk.
Selection and Evaluation Criteria for Chinese DSP Suppliers
Before advertising deployment, it’s crucial to select and evaluate DSP suppliers effectively. A good supplier can make advertising efforts much more effective, while a poor choice can lead to inefficiencies and potential fraud.
Key considerations when choosing a DSP include traffic, performance, product, service, and pricing. Traffic refers to media resources, performance is tied to technical capabilities, data strength, and algorithmic prowess. The product backend focuses on the ad deployment and management interface. Service is related to the company’s background and service capabilities, while pricing models determine the cost-effectiveness of the DSP. Advertisers can assign different weights to these factors, score them, and ultimately select a DSP with strong comprehensive capabilities as a partner.
Media Resources: The advantages of DSP media resources, including featured media, ad types, and volume.
Technical Capabilities: Including DSP functional modules and hardware equipment. Functional modules assess precise targeting capabilities and technical highlights; hardware equipment refers to data center and server resources, verifying the DSP’s authenticity.
Data Strength: Measures whether the DSP has sufficient data to support precise ad deployment, either from its data or third-party DMP data.
Algorithmic Capabilities: Examines whether the DSP has an algorithmic optimization model to automatically adjust and optimize ads, reducing manual workload while ensuring campaign effectiveness.
Product Backend: Evaluates the completeness, maturity, stability, and usability of the DSP’s ad deployment backend.
Company Background: Provides an overview of the DSP company to assess reliability, including company introduction, team members, awards, patents, and the ability to serve major clients.
Service Capabilities: Assesses the professionalism (including data analysis, reporting, and emergency service capabilities) and stability of the DSP execution team.
Pricing Models: Media pricing, service fees, and pricing transparency are also critical for advertiser evaluation.
YOYI Plus, as a leading DSP in China, has cross-screen delivery capabilities for various traffic terminals including PC, mobile, OTT, and CTV, covering over 80% of media traffic in China. With robust audience data and tagging capabilities, it helps brands acquire precise public domain advertising traffic more efficiently, enhancing brand exposure and ad interaction effects.
Advertising effectiveness monitoring indicators are crucial for advertisers to determine the effectiveness of advertisements and how to optimize them. The commonly used advertising monitoring indicators by Chinese advertisers mainly include four major categories: traffic indicators, interaction indicators, conversion indicators, and cost indicators.
Traffic Indicators
Ad Impressions
The total number of times an advertisement is displayed on a specific website within a designated time period. High exposure means the advertisement has a wide reach, but it is also important to avoid ineffective exposures. This indicator cannot measure whether users have actually seen the advertisement, as it can be affected by factors such as page scroll speed, which affects the visibility of the advertisement.
Unique impressions refer to the number of exposures after excluding multiple exposures by the same user, which is mainly achieved by excluding duplicate cookies.
Calculating the ratio of ad impressions to unique impressions (Impression/Unique Impression) is one of the simple ways to identify ad fraud. A high ratio indicates that some users are repeatedly visiting in large numbers, suggesting that the website may have abnormal traffic and is suspected of having machine-generated traffic.
Viewable Impressions
Viewable impressions are based on the visibility of the advertisement. The IAB (Interactive Advertising Bureau) stipulates: For PC-side image advertisements, 50% of the pixels are displayed for more than 1 second, and for PC-side video advertisements, 50% of the pixels are displayed for more than 2 seconds, which can be considered viewable impressions. Additionally, for larger ad formats, 30% of the pixels displayed for more than 1 second can be considered 1 viewable impression.
The internet advertising pricing model related to this indicator is CPMv (cost per mille viewable impression), which is the cost for a thousand viewable impressions. The new CPM selling method used by Tencent mentioned earlier is CPMv. This selling method excludes data for advertisements that have not been actually watched, which can ensure the fairness, authenticity, and effectiveness of advertising transactions to a certain extent, help advertisers improve advertising effectiveness, save advertising budgets wasted on poor media resources or content, and improve ROI, thus being welcomed by advertisers.
Clicks
Clicks are the metrics used to measure user behavior after ad exposure. Clicks are the key actions that link front-end advertisements with back-end landing pages, reflecting the audience’s interest in the advertisement. Factors affecting clicks include two aspects: first, the accuracy of ad placement, and second, the quality of ad creativity.
Click-Through Rate (CTR)
The ratio of clicks to impressions (Click/Impression), the click-through rate allows for a horizontal comparison of the effectiveness of different advertisements and is the most direct and persuasive quantitative indicator reflecting the effectiveness of online advertising. Factors affecting the click-through rate include: the number of impressions, which only becomes relatively stable after reaching a certain quantity, objectively reflecting the effectiveness of the advertisement; the accuracy of ad placement, the higher the proportion of the target consumer group reached, the higher the click-through rate; the attractiveness of ad creativity, the stronger the visual impact and the more attractive the content, the higher the click-through rate.
Page Views (PV)
Page views are a commonly used indicator for website traffic statistics. A request from the user’s end to open a page is considered one page view. Page views are one of the commonly used traffic indicators for monitoring ad landing pages. To a certain extent, they can reflect the degree to which the interests and desires of the ad audience are stimulated and can reflect a certain advertising effect.
Visits
Visits are commonly used in website traffic analysis to describe a series of user behaviors within a certain period of time or in the process of achieving a certain goal. The mainstream view is that visits refer to the number of times users visit a website.
Visits can be used for the calculation of CPV (Cost Per Visit), which is the cost per visit. In practical applications, it is rarely used as a billing method in settlements between media and advertisers, but rather as an indicator for advertisers to measure the ROI of marketing activities.
Unique Visitors (UV)
Unique visitors are used to measure the number of website visitors. According to the “China Mobile Internet Advertising Standards,” a device visiting a website within a specified time period is counted as one visitor, and the same device will only be counted once within the specified time period.
Compared with other traffic indicators, unique visitors are centered on a user as a measure, which can help advertisers more accurately identify the audience affected by advertising activities, and can also be used to identify simple traffic fraud. Unique visitors can be used for CPUV (Cost Per Unique Visitor), which is the cost per unique visitor. However, like CPV, it is often not used as a billing method in advertising transactions between advertisers and media, but rather as an ROI indicator set by advertisers according to the goals of the advertising campaign.
Traffic indicators describe the arrival of users for advertisements and landing pages, while interaction indicators describe the depth of user participation. Compared with traffic indicators, the standardization of interaction indicators is relatively low.
Bounce Rate
Bounce rate refers to the ratio of users who, after clicking on an advertisement and entering the advertiser’s promoted page, do not generate further clicks and choose to leave directly. In internet marketing, the bounce rate can be used to measure the quality of external traffic and the attractiveness of website content to the audience. The higher the quality of external traffic and the more accurate the front-end advertising, the more target users can be attracted, and the lower the bounce rate of users after entering the website.
2nd-Click Rate
When a first-level website page is clicked and opened, any additional clicks generated by the user on the page are called “2nd-clicks,” and the number of 2nd-clicks is referred to as “2nd-click volume.” The ratio of “2nd-click volume” to page views is called the page’s “2nd-click rate.”
Visit Depth (PV/V)
Visit depth (PV/V) is an average number, referring to the number of times a specific web page is exposed to a visitor during a single visit, calculated as page views divided by visits. The higher the visit depth, the more pages a visitor browses in one visit, the more information they get, and the greater the value of these visits to advertisers.
Visit Duration
Visit duration (Time on Site) is also an average number, a measure of the length of visits, specifically the average time spent per visit, calculated as total visit time divided by visits. Theoretically, the longer the visit duration, the better the interactive effect of the advertisement.
Conversion Indicators
Conversion indicators are the most valuable category of indicators for businesses as they directly reflect the benefits that advertising activities bring to the enterprise, and thus are increasingly valued by advertisers.
Conversion rate refers to the ratio of the number of times users complete specific actions (such as purchases, registrations, etc.) to the number of clicks, and is a key indicator for evaluating the effectiveness of advertisements. Specific actions for conversion include:
Sales-related conversion indicators
Offline: The number of store visits
Online: The number of orders placed and purchases completed
App-related conversion indicators
Downloads
Active users
Registrations Users
Retention
In-app purchases
Cost Indicators
Cost Per Thousand Impressions (CPM)
Refers to the cost per thousand impressions when advertising is placed, reflecting the cost of advertising placement.
Cost Per Click (CPC)
Refers to the cost per click when advertising is placed, reflecting the cost of advertising placement.
Cost Per Conversion (CPA)
Refers to the cost per conversion action when advertising is placed, reflecting the cost of advertising placement.
Advertising Monitoring Fields
The following are fields involved in the advertising monitoring process in China, covering data from multiple aspects such as users, devices, advertising activities, geographic locations, and network environments. Through the analysis of these data, advertisers can comprehensively understand the display, click-through, and conversion effects of advertisements, optimize advertising placement strategies, and improve the ROI (Return on Investment) of advertisements.
Field Name
Data Format
Meaning
Value
user_id
string
Unique identifier for the user
Used to distinguish different users
user_id_type
string
Type of user identifier, such as device ID, email
Helps to understand the source of user_id
req_time
bigint
Request time, records the timestamp of the user’s ad request
Used to analyze user behavior and ad display timeliness
ip
string
User’s IP address
Used for geographical analysis and user identity verification
cookie
string
Cookie data from the user’s browser
Used to track user’s online activities and ad effectiveness
source
string
Traffic source
Identifies the channel or platform the ad traffic comes from
campaign_id
string
Unique identifier for the ad campaign
Used to distinguish and analyze different ad campaigns
order_id
string
Order ID
Used to track transactions and conversions related to the ad
url
string
Target URL of the ad display or click
Used to analyze ad effectiveness and user behavior
os
string
Operating system information of the user’s device
Used for device and platform compatibility analysis
ad_ip
string
IP address of the ad server
Used to track the source of ad requests
idfa
string
Advertising identifier for iOS devices
Used for mobile ad tracking
idfa_md5
string
MD5 encrypted form of IDFA
Used for privacy protection and data matching
idfa_sha1
string
SHA1 encrypted form of IDFA
Used for privacy protection and data matching
imei
string
International Mobile Equipment Identity for Android devices
Used for device identification
imei_md5
string
MD5 encrypted form of IMEI
Used for privacy protection and data matching
imei_sha1
string
SHA1 encrypted form of IMEI
Used for privacy protection and data matching
android_id
string
Unique identifier for Android devices
Used for device identification
android_id_md5
string
MD5 encrypted form of Android ID
Used for privacy protection and data matching
android_id_sha1
string
SHA1 encrypted form of Android ID
Used for privacy protection and data matching
mac_md5
string
MD5 encrypted form of device MAC address
Used for device identification and privacy protection
android_advertising_id
string
Advertising identifier for Android devices
Used for ad tracking
ad_timestamp
bigint
Timestamp of the ad event
Used to accurately record the time of ad display and click
oaid
string
Open Advertising Identifier
Used to replace traditional device identifiers and enhance privacy protection
callback_url
string
Callback URL
Used for server-to-server notifications and data transmission after ad click
user_agent
string
User agent string of the user’s browser
Used to identify device and browser information
brand
string
Device brand information
Used for market analysis and device performance evaluation
network_type
string
Network type, such as WiFi, 4G
Used to analyze the network environment of the ad display
csite
string
Content site
Identifies the specific site or app location where the ad is displayed
stype
string
Ad type, such as display ad, video ad, etc.
Used for categorization and effectiveness analysis
extend
string
Extension field
Used for storing other custom data
open_udid
string
Open Unique Device Identifier
Used for device identification and ad tracking
plan_id
string
Ad plan ID
Used to distinguish and manage different ad plans
platform
string
Ad serving platform, such as mobile, PC, etc.
Used to distinguish the platform where the ad is served
publisher_id
string
Publisher ID
Used to distinguish different ad publishers
adzone_type
string
Type of ad placement, e.g., banner ads, interstitial ads
Used for classification and performance analysis
adzone_id
string
Ad placement ID to distinguish different ad display positions
Used to distinguish different ad display positions
province_id
string
Province ID for geographical analysis
Used for geographical analysis
city_id
string
City ID for geographical analysis
Used for geographical analysis
county_id
string
County ID for more detailed geographical analysis
Used for more detailed geographical analysis
traffic_type
string
Type of traffic, e.g., organic traffic, paid traffic
Used for traffic quality analysis
adx_id
string
Ad Exchange Platform ID
Used to distinguish and manage different ad exchange platforms.
app_package
string
App Package Name
Used for identifying and analyzing different mobile applications
main_domain
string
Main Domain
Used for analyzing the domain source of ad display
num
int
Number of Ad Requests
Used for statistics and analysis of ad request volume
log_type
string
Log Type, such as display log, click log, etc.
Used for classification and analysis
sub_customer_id
string
Sub-Customer ID
Used for multi-level customer management and analysis
session_id
string
Session ID
Used for tracking a user’s single visit behavior
order_type
string
Order Type, such as purchase, registration, etc.
Used for conversion analysis.
creative_id
string
Creative ID
Used to distinguish and manage different ad creatives
app_id
string
App ID
Used for identifying and analyzing different mobile applications
app_name
string
App Name
Used for identifying and analyzing different mobile applications
ref_url
string
Reference URL
Used for analyzing traffic sources
creative_type
string
Creative Type, such as images, videos, etc.
Used for classification and performance analysis
id
string
General ID
Used to identify the uniqueness of the record
ad_id
string
Ad ID
Used to distinguish and manage different ads
customer_id
string
Customer ID
Used to distinguish and manage different ad customers
device_name
string
Device Name
Used for device identification and analysis
browser_name
string
Browser Name
Used for identifying the browser used by the user
bizdate
string
Business Date
Used for statistics and analysis by date
bizhour
string
Business Hour
Used for statistics and analysis by hour
data_source
string
Data Source
Used to distinguish and analyze different data collection channels
In the area of advertising monitoring, some fields may be more commonly seen in the Chinese internet environment, mainly due to China’s unique advertising technology standards, device identifiers, and certain characteristics of some application markets:
oaid: Open Advertising Identifier, a device identifier introduced by Chinese device manufacturers to replace traditional identifiers and enhance privacy protection.
android_id: In China, many devices and advertising networks rely on this identifier.
open_udid: Open Unique Device Identifier, which is quite common on some Chinese advertising platforms and applications.
mac_md5: Although used globally, in the Chinese market, this field is often used for device identification.
imei, imei_md5, imei_sha1: IMEI is globally universal, but in China, especially in early advertising monitoring, it is common to see the use of IMEI and its encrypted forms.
idfa, idfa_md5, idfa_sha1: Although IDFA is a global standard for Apple devices, it is also frequently used in iOS advertising tracking in China.
ad_timestamp: The timestamp of the advertising event, universally used globally, but the format and specific implementation may vary by region.
app_package: The application package name, used to identify applications in China’s unique app markets.
app_name: The application name, which often appears in Chinese advertising monitoring to identify specific applications.
province_id, city_id, county_id: These geographical location identifiers are especially common in Chinese advertising monitoring, used for fine-grained regional analysis.
bizdate, bizhour: Fields used for statistics by date and hour, frequently used in Chinese advertising reports and analysis.
adzone_id, adzone_type: The type and ID of the advertising space, these fields are very common on Chinese advertising platforms for ad space management and analysis.
How to Read Advertising Monitoring Reports
Compare Data
Compare data from different time periods, platforms, and ad formats to identify areas of excellent performance and areas that need improvement.
Pay Attention to Trends
Observe the trends in data changes to predict future development trends, providing a basis for adjusting advertising strategies.
Deep Dive
For data that performs poorly, delve deeper into the underlying reasons, such as whether the advertising content, target audience, and placement platform are appropriate.
How to Use Advertising Monitoring Data to Optimize Advertising Strategies
Adjust Advertising Content
Based on user feedback and data analysis, optimize advertising copy, images, videos, and other elements to improve the attractiveness and conversion rate of advertisements.
Precisely Target the Audience
Understand the interests, needs, and behavioral habits of the target audience through data analysis to formulate more precise advertising placement strategies.
Optimize Placement Platforms and Timing
Choose more suitable advertisingplatforms and time slots based on data performance to increase the exposure and click-through rate of advertisements.
Control Advertising Budget
Allocate the advertising budget reasonably according to ROI and advertising effects to ensure the maximization of the input-output ratio.
Advertising monitoring reports are not only a set of data reports but also a valuable marketing guide. By deeply analyzing advertising monitoring data, we can better understand the performance of advertising activities, identify optimization space, and enhance advertising effectiveness.
In the dynamic landscape of digital advertising, China’s advertising ecosystem has developed unique characteristics that set it apart from the global market. This article delves into specific advertising formats that are not commonly seen abroad but have gained significant attention in China. Furthermore, we analyze popular advertising strategies that have made a splash internationally but remain largely unknown in the Chinese market. By examining these differences, this article will help brands to better understand which advertising formats in the Chinese advertising market will be more conducive to business growth.
Elevator Advertising
China is one of the most populous countries in the world, with a high urban population density, especially in residential communities and commercial office buildings. Elevators, as a necessary facility in high-rise buildings, provide a high-frequency exposure opportunity for advertising as a large number of people pass through them every day.
The widespread application of digital advertising screens makes elevator advertising more dynamic and colorful, and even achieves precise push and interactivity, enhancing the attractiveness of advertising. Compared with traditional television, radio, or large outdoor advertising, elevator advertising has a relatively low cost and is more flexible in placement, which can be selectively placed based on specific attributes of the target audience. In addition, the space inside the elevator is relatively closed, and there are fewer interference factors in the display of advertisements. Passengers often have nothing to do when waiting for or riding in the elevator, which increases the attention and memory of the advertisement.
Advertisers can achieve precise placement after understanding the characteristics of the residents or office workers of the target building, including age, gender, occupation, and other information, and combine creative content with memorable points, using multimedia forms such as video and sound to improve the expressiveness and interactivity of elevator advertising. By using QR codes, NFC, and other technologies, online and offline connections are realized to guide the audience to further interact.
Splash Screen Advertising
Splash screen advertising is mainly used to display a previously cached advertising content (pictures, animations, videos) or re-requested advertising when an APP is opened. While displaying the advertising content, some preparatory operations of the application can also be done. The implementation process is not complicated and is more commonly used in mobile advertising in China.
Most foreign APPs are simple and direct. Users do not like to see an advertisement that is unrelated to the software after opening the APP, such as YouTube, Facebook, etc., which are all directly a logo screen. However, some domestic APPs are in a monopolistic position, and users have no choice. But too frequent advertisements will directly affect the user experience. If there is a splash screen advertisement that makes users wait for 3 to 5 seconds every time the application is launched, it will make people feel annoyed and may even uninstall the APP, so publishers need to reasonably set the number and interval of advertisements to balance revenue and user experience.
Some mobile apps in China with splash screen advertising include: CTV apps such as Mango and iQiyi; UGC social apps such as Zhihu; Knowledge apps such as Youdao and Youdao Cloud Notes; Photo editing apps such as Meitu Xiuxiu; Travel apps such as Gaode Map, Ctrip, and Tongcheng, etc.
The implementation of lock screen advertising is relatively more complex, requiring a background service to listen to the system’s boot, unlock, lock screen, and other broadcasts to replace the system’s lock screen interface with advertising content. It also uses the notification bar, desktop widgets as advertising spaces, but all require the user to apply for authorization to disturb the user. With the update of the Android system, the management of background resident tasks will only be more stringent. Compared with other forms of advertising, such as TV and outdoor advertising, lock screen advertising has a lower cost and is easy to measure the effect, so it is favored by advertisers.
Chinese users spend a long time on the mobile Internet every day on average, and frequent lock and unlock operations increase the exposure opportunities of lock screen advertising. Chinese users have a relatively high acceptance of lock screen advertising, especially when it can provide some instant information or small rewards.
Foreign Google Play has strict policy constraints, in addition to applications specifically developed for the lock screen function, other applications are not allowed to provide advertising or features that profit through the device’s lock screen. Therefore, lock screen advertising is not common abroad.
When advertisers place lock screen advertising, they need to pay attention to designing simple and attractive advertising content to ensure that users can quickly grab attention before unlocking. At the same time, avoid designing advertisements that are too cumbersome or interfere with normal use, and control the frequency of advertising display to avoid causing user dissatisfaction.
This article will also examine some advertising phenomena that have caused a sensation on the international stage but have not yet had a significant impact in China. Among them, email advertising, which is a favorite of foreign advertisers, finds it difficult to win the market in China for the following reasons:
The popularity of social media
In China, social media platforms such as WeChat, Weibo, QQ, Xiaohongshu, and others are very popular. People are more inclined to use these platforms for communication and to receive information, rather than email.
E-commerce Ecology
China’s e-commerce ecosystem has developed rapidly, and consumers are more accustomed to receiving promotional information directly through online shopping platforms, which usually appear in the form of app push notifications or text messages.
Advertising Regulations
China’s internet advertising regulations have strict stipulations for email advertising, requiring senders to comply with relevant laws and regulations, which increases the operational cost and compliance requirements of email advertising.
User Habits
Chinese users generally rely less on email, and many may not check their mailboxes frequently, resulting in relatively lower open and conversion rates for email advertising.
Mobile First
Most of China’s internet users spend their time on mobile devices, and the email client experience on mobile devices is usually not as good as on PC, which also reduces the frequency of users receiving advertising through email.
Therefore, for advertisers, from the perspective of interactive effects, SMS advertising and mobile advertising in China can perfectly replace email advertising.
