Tencent Debuts AdExchange Platform

Sohu IT, 1/11/13

Shenzhen-based internet company Tencent (0700.HK) announced its Tencent AdExchange advertising platform today, marking the company's official entry into the real-time bidding (RTB) market.

Tencent AdExchange uses population databases and real-time bidding technology to allow advertisers to automatically bid for display ads on a per-viewer basis, improving the effectiveness of advertising resource allocation.

Tencent said that it began testing Tencent AdExchange internally in 2012, and has completed tests in concert with major demand-side platforms (DSPs) including iPinYou and AdChina. The company has also partnered with a number of DSPs for cookie-mapping on a total of roughly 1.6 mln cookies and user IDs.

Tencent AdExchange will gradually open Tencent data to DSPs in order to help advertisers more precisely hone in on their target audiences. The service will also connect to Tencent's social advertising products in the future, adding social elements to ad placements.

Keywords: ad exchange online advertising Internet Tencent 0700.HK AdChina IPinYou SNS advertising display advertising

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