(Source: https://pltfrm.com.cn)
Introduction
Programmatic advertising in China operates within unique digital ecosystems, where platform-owned DSPs dominate and third-party access is limited. For overseas brands aiming to drive efficiency, scale, and real-time optimization, understanding the top programmatic platforms—and their data advantages—is essential. This article breaks down the most effective programmatic ad buying solutions in China, highlighting how international companies can build campaigns that convert using localized data, automation, and AI-driven targeting.
1. Tanx (Alibaba): Programmatic Powerhouse for Ecommerce Brands
Run display and native ads directly within Tmall and Taobao
Tanx gives advertisers access to rich Alibaba first-party data—cart history, product views, search queries, and payment behaviors—enabling intent-based targeting at scale.
Trigger smart retargeting and real-time A/B testing
With DCO features, creative assets automatically adjust to match user profile and behavior, increasing the chance of click-through and conversion.
2. Tencent Marketing Platform: Social Programmatic at Scale
Activate ads across WeChat Moments, Tencent Video, and QQ
Tencent’s DSP connects to one of the richest social graphs in China. Brands can target based on relationship networks, app usage, and lifestyle categories.
Ideal for B2C brands targeting high-LTV consumers
Cross-border DTC brands in skincare, fashion, and lifestyle see high ROI by using Tencent’s DSP for segmentation, CRM syncing, and ad sequencing.
3. iPinYou: Open DSP With Cross-Media Reach
Access ad inventory across non-walled garden environments
iPinYou provides multi-channel access—display, video, native, and mobile—across portals like Sina, Sohu, and popular apps. It’s a top choice for brands avoiding ecosystem lock-in.
Features AI-led optimization and custom targeting models
Brands can build custom lookalikes, retarget users by geolocation or device ID, and manage ad frequency with full visibility.
4. Miaozhen Systems: Attribution-Focused DSP for Brand Campaigns
Specializes in measurement, brand lift, and channel attribution
Ideal for awareness-driven or full-funnel campaigns, Miaozhen helps brands understand which ads drive conversions across web and mobile.
Best for brands seeking clarity across multiple media partners
Its strength lies in helping marketers validate their media spend and refine content strategies using clear ROI reporting dashboards.
Case Study: French Premium Water Brand Grows Market Share With Tencent DSP
A luxury water brand entering China used Tencent’s DSP to run native ads in WeChat Moments, targeting high-income urban professionals. By syncing CRM data from RED campaigns and segmenting users by city tier and device, the brand increased engagement and Mini Program visits by 48%. The programmatic strategy reduced CAC by 27% over two months and generated a 4.5X ROAS via smart bidding.
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!
