Trends

5 Tips for Programmatic Success in China

2019 年 4 月 1 日
Tags: China

There’s no overstating how big the opportunity is for programmatic advertisers in China. By some estimates, nearly 75% of digital ad spend in the region will be programmatic in 20201. Which is why we recently expanded our offering to China — giving advertisers access to one of the biggest markets in the world, from anywhere in the world, using our platform.

New to China? Make the most of your programmatic spend with these top tips.

1. MAKE MOBILEPRIORITY

According to Forbes, 98% of China’s 800 million-plus connected users are now mobile. With so many consumers spending so much time on digital devices, make sure mobile web, video, and in-app inventory are key targets for your campaigns.

2. OPT FOR PREMIUM INVENTORY

Sometimes “Chinese inventory” is really just remnants from premium publishers — and largely includes users outside of China. For the highest quality and most expansive inventory, stick with China’s tech giants: Baidu, Alibaba, and Tencent.

3. DEMAND TRANSPARENCY

Avoid working with companies that act as both buyer and seller — a common occurence in China. Instead, turn to a provider that only operates on the demand side, so you get full visibility into how much you’re really paying and how your campaigns are performing.

4. ENSURE BRAND SAFETY

China’s programmatic landscape is not quite as advanced as elsewhere in the world. But a number of world-class third-party data and measurement companies are creating a more trustworthy, brand-safe ecosystem. Choose a partner who’s partnering with them.

5. DEVELOP NEW AD FORMATS

China’s inventory demands a different set of creative formats — common western ad sizes won’t scale. So be sure to work with a provider that can help you build your ads to the specs of the supply sources you’re looking to target.


Ready to get started? Discover how The Trade Desk can help you meet all these demands and more with our programmatic offering in China.


1https://www.chinainternetwatch.com/28145/programmatic-ad-spending-2019/

Tags: China