Home International AdChina Launches Mobile DMP

AdChina Launches Mobile DMP

SHARE:

AdChina DMP imageAdChina, an advertising technology company for both the supply and demand side in China, is expanding its mobile side of the business to incorporate a mobile data management platform (DMP), in addition to the mobile ad network and mobile DSP that the company offers.

“Most of our competitors are either PC-only and trying to expand to mobile, or they are mobile-only looking to the PC space,” said Michael Gao, VP of mobile operations and development center for AdChina. “We have our hands on both PC and mobile and that is one of our unique strengths.”

The new mobile DMP, officially announced today, is meant to work with AdChina’s other offerings, including its display DMP, and bring together data when possible. The interface showcases PC-only data, mobile-only data, and then PC and mobile data together, Gao explained, even though the market isn’t quite at the place where companies are combining their PC and mobile programmatic in that way.

“AdChina’s mobile DMP can not only seamlessly match with the AdChina mobile DSP, it can also integrate and connect with AdChina’s PC-side DMP, DSP or other DSP platform in the future to achieve more comprehensive insights into the trajectory of people’s behavior,” the company said in a press release about the launch.

The company is working with several agencies in China to test the product now that it is officially released.

“Programmatic buying is data-driven, so each of the DSP companies, they more or less have their data, but no one has yet made it an independent product,” Gao said. “We have reached a stage where we are able to systematically collect, clean, analyze, data mine and visualize data to assist with the business decision.”

AdChina works with more than 60,000 mobile apps and has run more than 2,500 mobile campaigns, Gao said, so the company is able to pull first party data from those mobile publishers and advertisers. Additionally, AdChina works with the mobile carriers to get some third party data and anonymous user information related to travel, device details and more.

“We also work with all the major tier one and tier two ad exchanges in China,” Gao said. “At the moment they send inventories to use, they also send data about this particular inventory. Some comes as anonymous data, some they provide more data about a user’s profile and some extra information. Put it together, we collect data through first-party and third-party data sources.”

Gao added that, as programmatic buying has increased in popularity in China, the DSP market for both display and mobile has gotten more competitive.

“I see a dramatic growth of this market, that’s why we started early and we invested heavily in this space,” he said. “We understand that behind the bidding and RTB, the key is data. We are taking a very strategic position and getting in early, and then we will make the DMP open for everybody.”

Must Read

Uber Launches A Platform-Specific Attention Metric With Adelaide And Kantar

Uber Advertising, in partnership with Adelaide and Kantar, launched a first-of-its-type custom attention metric score for its platform advertisers.

Google Shakes Off Its Troubles And Outperforms On Revenue Yet Again

Alphabet reported on Wednesday that its total Q3 revenue was $102.3 billion, up 16% year over year, while net profit increased by a third to $35 billion.

Olivia Kory, Haus (Photo credit: Sean T. Smith)

For Meta Marketers, Automation Isn’t Always The Advantage (But It’s Complicated)

Meta says “trust the machine” – but marketers are finding out that automated ad platforms, including Advantage+, don’t always know best.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Header Bidding Rapper (Wrapper!)

Prebid.org Is At A Crossroads, And Must Now Decide Whose Interests It Serves

Prebid’s future is up for grabs as the open-source project grows apart from the IAB Tech Lab, the industry’s self-appointed standards authority.

Rest In Privacy, Sandbox

Last week, after nearly six years of development and delays, Google officially retired its Privacy Sandbox.
Which means it’s time for a memorial service.

AWS Launches A Cloud Infrastructure Service For Ad Tech

AWS RTB Fabric offers ad tech platforms more streamlined integrations with ecosystem and infrastructure partners, allegedly lower latency compared to the public internet and discounts on data transfers.