Brandscreen inks trading deal with Baidu

Real time media buying platform Brandscreen has struck a partnership with Baidu Exchange Service to make the search giant’s inventory available via real time bidding on the Brandscreen platform.The deal will see Brandscreen plug in Baidu’s search data to give global advertisers more advanced targeting of Baidu users, including cookie-sync for improved re-targeting performance.Baidu is the largest search engine in China reaching 500 million unique users. Its exchange service is one of four major Chinese ad exchanges.“This partnership brings Brandscreen's global advertisers access to China's market," Stu Spiteri (pictured), CEO of Brandscreen said.Jack Shen, head of Baidu Exchange Service, added Brandscreen will utilise its vast audience information for the purposes of driving ad revenue.In the partnership, BES provides Brandscreen with a special advantaged view of user intention data, based on Baidu’s superiority in behavior/interest data, including search/view/click.Some examples of targeting categories include interest in banking, food and dining and luxury.