On April 12, Chinese internet and mobile services firm Tencent (0700.HK) announced plans to launch a self-service ad platform for public accounts on the company's WeChat mobile messaging app. The new platform, to be released within the next few weeks, will be available through Tencent's Guangdiantong (GDT) ad exchange service. Once launched, all WeChat public accounts that have been approved can apply to sell ad space, set up an advertiser blacklist, and withdraw funds. Advertisers who fulfill the requirements will be allowed to place and manage ads themselves.
GDT began closed beta testing of WeChat public account ads during the Chinese New Year holiday (January 31). Ads will appear as text links on the bottom of public accounts pages.
Editor's Note: For more background on this topic, please see "Tencent's Guangdiantong Unveils WeChat Public Account Ad Product" MD 2/14/14 issue.