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Dangdang to Release Online Ad System

Chinaz.com, 3/24/11

Chinese B2C e-commerce site Dangdang (NYSE: DANG) is reportedly preparing to release an advertising and promotions system, AdSmart (adsmart.dangdang.com), supporting multiple ad formats including targeted image-and-text ads on search results and other pages; image-only display ads, to be displayed on Dangdang's front page and other high-traffic pages; e-mail ads, in which Dangdang will send promotional materials to targeted consumers; and special event ads to display on Dangdang's front page and other high-traffic pages during holidays and other special time periods.

Users of Dangdang AdSmart will be able to select parameters including ad category and target pages, and will be able to change their ad content and ad budget at any time.

AdSmart can display ads for a businesses' products near similar products on search and category pages. Advertisers can select targeting conditions to precisely define their target demographics. When advertisers place ads through AdSmart, the ads will be shown to potential customers who have previously bought related products. An advertiser placing an ad for shampoo, for instance, might show the ad to customers who have bought books on hair care.

AdSmart currently supports stores on Dangdang's B2C platform and Dangdang suppliers.

Keywords: e-commerce Internet B2C Dangdang DANG online advertising online search

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