Baidu has been ordered to clean up its ad business and reduce the number of ads it serves following recent scandals ; the Chinese search giant was criticised for selling listings to bidders without adequately checking the veracity of the business or their products . Despite lowering its advertising revenue in the wake of the events , the clean up is expected to benefit marketers by creating a better user experience , making it easier to find information and putting greater emphasis on organic results . Marketers are expected to pay higher premiums for top competitors in paid results for better engagement , and the transparency and rules it has implemented are viewed as positive for advertisers targeting specific audiences .
Baidu has been ordered to clean up its ad business and reduce the number of ads it serves following recent scandals; the Chinese search giant was criticised for selling listings to bidders without adequately checking the veracity of the business or their products. Despite lowering its revenue forecast in the wake of the events, the clean up is expected to benefit marketers by creating a better user experience, making it easier to find information and putting greater emphasis on organic results. Marketers are expected to pay higher premiums for top positions in paid results for better engagement, and the transparency and rules Baidu has introduced are viewed as positive for advertisers targeting specific audiences.