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Rumor: Baidu to Launch RTB Ad Platform

Netease Tech, 1/28/13

A senior executive at a major Chinese demand-side platform (DSP) revealed recently that Chinese internet company Baidu (Nasdaq: BIDU) is preparing to launch a real-time bidding (RTB) platform of its own. A second source in the advertising industry with knowledge of Baidu's plans confirmed that the company has been developing an RTB platform for some time, and predicted that Baidu will announce the platform this year.

"Baidu planned for this a long time ago, but has been very slow in carrying out its plans," the first source said. Baidu began internal research into RTB platforms two years ago, the source said, but plans were delayed due to a dearth of support within the company. Zhang Chuan, product director for the company's Baidu Union advertising network, had been in charge of the RTB project before his late 2011 departure for online classifieds site, where he serves as VP. The product manager who had overseen the RTB project under Zhang's leadership was subsequently poached by Hangzhou-based C2C & B2C e-commerce site Taobao.

Keywords: ad exchange online advertising Internet Baidu Baidu Union BIDU Zhang Chuan search advertising display advertising


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