Chinese technology companies keen to enter the programmatic ad market are snapping up US start - ups because they are cheaper and more technologically advanced than local businesses , it has been reported . Among the most recent purchases was Spearhead Integrated Marketing Communication Group 's acquisition of US mobile ad exchange services for $ 148 million . Most advertising and internet traffic is dominated by Baidu , Alibaba and Tencent ( known as the BATs ) , whose APIs are not open to third parties , making it difficult for programmatic ads to find an audience .
Chinese technology firms keen to enter the programmatic ad sector are snapping up US start-ups because they are cheaper and more technologically advanced than local businesses, it has been reported. Among the most recent purchases was Spearhead Integrated Marketing Communication Group's acquisition of US mobile ad exchange Smaato for $148m. Most mobile and ad traffic is dominated by Baidu, Alibaba and Tencent (known as the BATs), whose APIs are not open to third parties, making it difficult for programmatic ads to find an audience.