Sina Microblog Improves Targeted Ads
Sohu IT, 10/08/13
Jack Xu, CTO of Chinese internet company Sina (Nasdaq: SINA), has revealed that, in an effort to boost active users rates and user participation on the company's Sina Weibo microblogging platform, Sina established a secret project in June, codenamed "Darwin," to more accurately provide user recommendations and advertising through the analysis of people, objects, and relationships on Sina Weibo. In the future, the Darwin project will be extended to Sina's portal business.
Xu has also disclosed that Sina has increased the pace of mobile product updates for Sina Weibo by releasing a major update every month and a half. The latest versions (3.6 and 4.0) of the Sina Weibo mobile client both exceeded 20 mln downloads within one week of release. Sina will release a 10-second video upload service in the upcoming version of the Sina Weibo mobile client.
According to Xu, 76% of Sina Weibo users currently access the service through their mobile devices, providing opportunities for location-based services (LBS). As an example, Xu noted that Sina Weibo would assess the fact that a user regularly frequents a specific café, and send him/her details regarding discounts or other promotions when they are issued by the café.
Keywords: online advertising Internet users Sina microblogging downloads Jack Xu
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