Chinese programmatic platform iPinYou has partnered with Weibo to integrate its Chinese consumer data and media inventory into iPinYou’s programmatic platform.
The iPinYou data management platform (DMP) allows advertisers to further target audiences based on users’ social media behaviour including account-based engagement, brand followers, and hashtags. The company has also touted it tools for API integration or third-party tracking, enabling mobile app activity post-backing.
Grace Huang, founder and CEO of iPinYou, stated, “iPinYou values highly the integration with Weibo DMP. The platform, with its social-oriented and information-hosting nature, allows iPinYou to offer clients a more integrated advertising solution to boost marketing efficiency.”
This integration helps international brands navigate and decipher China’s complex media landscape. Unlike other territories where browsing is more diversified, online traffic in China is dominated by the big three of Baidu, Alibaba, and Tencent. Leveraging integrated social media capabilities, marketers can attempt to maximize their ROI.