Alimama to Absorb Taobao Alliance
Sina Tech, 12/21/12
Taobao Alliance, the affiliate advertising program of Chinese B2C and C2C e-commerce company Taobao, will be folded into Alimama, the online ad-trading platform of Taobao parent Alibaba Group, in 2013, shifting its focus from Taobao merchants to comprehensive online advertising. The platform will no longer be called Taobao Alliance, which will only refer to one component of the larger platform.
The new integrated platform will combine the resources of Taobao Alliance and Alimama, gradually phasing out the former. The Alimama platform will have three main components: Taoke, the affiliate advertising service that was Taobao Alliance's primary product; display advertising available via eTao's TANX (Taobao Ad Network & eXchange) (www.tanx.com); and a newly-established mobile ad union service.
The Taobao Alliance currently boasts over 500,000 website partners, several million merchant members, and daily average pageviews exceeding 4.5 bln. Within Alibaba Group's management structure, Alimama will be part of the eTao division.
Editor's Note: Established in 2007, Alimama is Alibaba Group's comprehensive online advertising trading platform. In 2008, Taobao launched its "Big Taobao" strategy under which Alimama was merged into Taobao, reorienting itself to focus on ad union services for Taobao merchants and abandoning its own domain name for the Taobao Alliance brand.
Keywords: e-commerce Taobao Internet online advertising Alimama B2C C2C Big Taobao Taoke Alibaba Group Etao ad union Taobao Alliance TANX display advertising ad exchange
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