Using Brandscreen’s RTB platform, advertisers now have access to Baidu Exchange Service inventory spanning 500 million unique users and 15 billion impressions monthly; it’s estimated that Baidu commands 82% of search traffic in China. The company posted strong earnings in Q3, with revenues increasing 42.3% year-over-year to the tune of $1.45 billion, by US currency standards.
As summarized in AdExchanger's China RTB report, 2012 and 2013 have represented a tipping point for Chinese exchanges and programmatic media buying. “The thing that’s important about China is the scale is just so immense,” said Stu Spiteri, CEO of Brandscreen. “Because the Internet cuts across all the efficiencies of otherwise regulated media -- TV, outdoor, cable, newsprint -- it will, because of the scale of programmatic, improve the efficiency in China.”
This will affect the broader display ecosystem, historically challenged by the adoption factor -- third-party ad-serving technology and other advancements in automated bidding had not been prevalent in China to date. That is wholly reversing.