In June 2021, China formally handed one billion web customers, with 71.6% of its inhabitants linked to the web, based on the 48th Statistical Report on Web Improvement in China.
For would-be advertisers, that is an immense potential market, and programmatic promoting presents a versatile, environment friendly, scalable and focused strategy to attain these shoppers. Nevertheless, newcomers to the Chinese language market who’re used to the western programmatic panorama typically discover themselves flummoxed, not recognising any of the gamers within the ecosystem and not sure of tips on how to navigate the house.
Some components of the Chinese language programmatic panorama are very completely different, however many others are surprisingly related. The panorama can also be present process a interval of change, as regulatory stress prompts tech platforms to open up and grow to be extra interoperable, and new privateness laws presents a brand new set of issues for corporations who wish to accumulate buyer knowledge.
There’s by no means been a greater time to department into programmatic promoting in China, nevertheless it’s essential for entrepreneurs from outdoors of China to do their analysis and familiarise themselves with the area’s distinctive traits.
To be taught extra, I spoke to 2 trade consultants who’re skilled at bridging the hole between the western and Chinese language programmatic markets: Alex Deats, EVP, China at MiQ, a programmatic media accomplice for businesses and types; and David Nottingham, Normal Supervisor, Europe at iPinYou, certainly one of MiQ’s demand-side companions in China. We mentioned what makes China’s programmatic market completely different from the remainder of the world, in addition to its areas of overlap; how the panorama has been altering prior to now yr; and what recommendation they might give to entrepreneurs who’re navigating programmatic in China for the primary time.
