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Introduction
Programmatic advertising has become a cornerstone of digital strategy in China, offering overseas brands a way to automate media buying, personalize messaging, and optimize spend across fragmented ecosystems. But China’s programmatic landscape is different from the West—dominated by proprietary DSPs, unique data sources, and platform-specific tech stacks. This article introduces the most effective programmatic ad buying platforms in China and explains how global brands can use them to drive measurable growth.
1. Alibaba’s Tanx: Performance-Focused DSP for Ecommerce Dominance
Deep integration with Tmall Global, Taobao, and Youku
Tanx allows brands to serve dynamic display ads that link directly to their Tmall storefronts, while leveraging Alibaba’s robust data on browsing, carting, and purchasing behavior.
Retarget cart abandoners and category searchers in real time
Campaigns on Tanx can prioritize users who viewed competitor SKUs, added items to cart, or engaged with similar categories—ideal for aggressive performance goals.
2. Tencent Ads DSP: Social-Behavioral Targeting Across Tencent’s Universe
Reach users on WeChat, Tencent Video, QQ, and apps in Tencent’s network
By combining social graph, interest tagging, and behavior modeling, Tencent’s DSP enables precise audience segmentation for lifestyle and premium brands.
Sync with WeCom and Mini Program CRM flows
Programmatic campaigns can feed directly into private domain tools, triggering remarketing journeys and loyalty-building through WeChat’s closed-loop environment.
3. ByteDance Ocean Engine: Creative-Led Programmatic Buying
Douyin and Toutiao ad buying with Spark Ads support
ByteDance’s Ocean Engine combines creator-led content performance with algorithmic bidding. Brands can boost high-performing influencer videos through programmatic scale.
Dynamic video templates and interactive formats available
Ocean Engine supports video A/B testing, playable ad units, and gamified formats that increase engagement for Gen Z audiences across short video platforms.
4. Independent DSPs: iPinYou, Miaozhen, AdTiming for Diversified Reach
Expand visibility beyond walled gardens
These DSPs access inventory across financial news sites, lifestyle apps, and entertainment platforms, giving brands flexibility and broader audience testing opportunities.
Use for hybrid campaigns that combine brand lift and acquisition
By customizing KPIs and funnel stages, independent DSPs support nuanced campaigns beyond last-click attribution—critical for new entrants with long consideration cycles.
Case Study: Australian Skincare Brand Taps Ocean Engine and Miaozhen for Launch
A clean beauty brand entering China used Ocean Engine to promote influencer content across Douyin and Toutiao via Spark Ads, while deploying Miaozhen to track user pathing and attribution across platforms. The dual-DSP strategy allowed the brand to capture both upper-funnel interest and mid-funnel engagement, resulting in a 5.2X ROAS and 31% lower cost per lead compared to single-channel ads.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
