In June 2021, China formally handed one billion web customers, with 71.6% of its inhabitants related to the web, in line with the 48th Statistical Report on Web Growth in China.
For would-be advertisers, that is an immense potential market, and programmatic promoting presents a versatile, environment friendly, scalable and focused option to attain these shoppers. Nonetheless, newcomers to the Chinese language market who’re used to the western programmatic panorama usually discover themselves flummoxed, not recognising any of the gamers within the ecosystem and uncertain of methods 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 be present process a interval of change, as regulatory strain prompts tech platforms to open up and turn into extra interoperable, and new privateness laws presents a brand new set of issues for firms who wish to acquire buyer knowledge.
There’s by no means been a greater time to department into programmatic promoting in China, but it surely’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 business 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, Basic Supervisor, Europe at iPinYou, one in all 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 previously yr; and what recommendation they might give to entrepreneurs who’re navigating programmatic in China for the primary time.
