2018 China Digital Advertising Ecosystem

marcetable China digital advertising ecosystem 2018

The 2018 China Digital Advertising Ecosystem guide has been release in January. This complete graph above depicts the latest of key players in the Chinese digital advertising sector, and is a good starting point for anyone considers in advertising in China. It also serves as a complete guide to any one interested in learning about how Chinese advertising market has developed.

The following sections and parties are excerpt from the picture above and are meant to help you interpret the graph and serve a guide. Click this link to see the enlarged picture.

The Second Layer

OTV – Online TV Provider

  • TencentTV
  • LeTV
  • Soho TV
  • Mango TV
  • Aqiyi

Licensed OTT – Licensed Over-The-Top provider

  • MangoTV
  • GiTV
  • CIBN
  • SMC
  • CNTV

SSP/ADX – Supplier Side Platform or Supply Side Adexchange Network

  • AdinALl
  • MediaMax
  • AFD
  • Sina
  • Tianrow.com
  • Max360
  • Tencent Social Ads
  • ADINmedia
  • DoubleClick
  • TanxADX

PMP – Private Market Place, which is an invite only marketplace where high caliber publishers offer their ad inventory to a selected group of advertisers

  • Ipingyou
  • DoubleClick
  • Tencent Social Ads
  • YoYi Digital
  • Adxdata.com
  • Xtrader

MOB SSP/ADX – Mobile Supply Side Platform and Ad Exchange Network

  • VoiceAds
  • DoMoB
  • AdView
  • Smartphone
  • Toutiao
  • Xtrader
  • Immobile
  • YoYi
  • ADXING
  • LiMei
  • HdtMedia

MOB PMP – Mobile Private Marketplace

  • Madhouse
  • VPON
  • LiMei

The Third Layer

Programmatic TV – Programmetic ads with key focus on placements across SmartTVs

  • hdtOTT
  • TubeMogul
  • Ipinyou
  • Adtime
  • Discovery
  • ReachMax
  • YoYi
  • ADVU
  • MI
  • JoyPlus
  • Pan you
  • Sumavision
  • Xtrader
  • FreeWheel
  • FeiLLie

PC & Mobile – DSP (Demand Side Platform)

  • Sina
  • Iclickk
  • FeiLLie
  • PaiYue
  • Acisame
  • Directs
  • Directs
  • hdtDXP
  • Tencent Social Ads
  • Alimama
  • YoYi
  • MicroAd
  • Quad as
  • Critter
  • Bidding
  • Pro Cn
  • Ipinyou
  • AdSage
  • Adtime
  • Baidu
  • Sociomantic
  • AdWo
  • Xtrader
  • LiMei
  • DOMOB
  • YeahMobi
  • MadHouse
  • VoiceADs
  • MeiShu
  • Apply in
  • YoYi
  • Vpon

The Fourth Layer

3rd-Party Ad Serving Provider

  • DoubleClick
  • Sizmek
  • AdMaster
  • Miaozhen Systems
  • Kuaizi

3rd-Party Tracking Provider

  • AdRating
  • Appsflyer
  • Adobe Advertising Cloud
  • ComScore
  • AdMaster
  • Simmer
  • GridSum
  • Sizemore
  • RTBAsia
  • Miaozhen Systems
  • Doubleclick
  • Tune

Ad-Verificiation Provider

  • Integrate Ad Science
  • AdBug
  • Sizmek

OnSite Tracking Providers

  • Google Analytics
  • Umeng
  • Omniture
  • GridSum
  • Miaozhen Systems
  • PtMind
  • AdMaster
  • Baidu
  • Webtrends

Marketing Research Providers

  • iResearch
  • T-Data
  • Nielsen
  • iPsos
  • DCCI
  • CTr
  • MillwardBrown
  • eGuan
  • Miaozhen Systems

DMP – Data Management Platform

  • Baidu DMP
  • TalkingData
  • DMP
  • DaMoPan
  • Acxiom
  • Miaozhen Systems
  • AdMaster
  • Umeng
  • Chi apex
  • Baifengdian

The Outer Layer

Consultancy

  • Capgemini
  • IBMiX
  • Deloitte Digital
  • Accenture Interactive
  • PWC
  • McKinsey & Company
  • BCG

ATD – Agency Trading Desk

  • AOD
  • amnet
  • Cadreon
  • Xaxis
  • Marketing Manager
  • D.A.C
  • Marketin
  • ReachMax
  • Accused
  • FugeTech

Agency

  • Omnicom Group
  • Vivaki
  • Marcetable
  • Hylink
  • Charm
  • IPG
  • BlueFocus
  • Dentsu Aegis
  • GroupM

Advertiser

  • Coca-Cola
  • GM
  • L’Oréal
  • P&G
  • Disney
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