The unique challenges of China’s media landscape are set to make the programmatic ads market, especially video, one of the most interesting to western marketers. According to a report from Lumascape, online advertising spending in China will hit $14bn in 2016, with programmatic making up 20% of that figure. International investors looking to break Baidu, Alibaba and Tencent’s stranglehold on the Chinese programmatic market have been encouraged by recent leaps in technology and a faster flow of dollars, but still face issues with viewability and particularly ad fraud.
The unique challenges of China’s media landscape are set to make the programmatic ads market, especially video, one of the most interesting to western marketers. According to a report from Forrester, online advertising spending in China will hit $14bn in 2016, with programmatic making up 20% of that figure. International investors looking to break Baidu, Alibaba and Tencent’s stranglehold on the Chinese programmatic market have been encouraged by recent leaps in technology and a faster flow of dollars, but still face issues with viewability and particularly ad fraud.