IDG TechNetwork Expands Into China
Programmatic buying will be added to more than 60 Chinese Language sites.
IDG TechNetwork announced on Dec. 15 that it's introducing its data-driven product suite-including premium programmatic-into the Chinese market. The IDG TechNetwork China launch will include partnerships with more than 60 Chinese language brands-newspapers, magazines and websites.
Its holistic global network currently spans more than 570 sites, targeting and reaching upwards of 130 million tech enthusiasts, gamers and buyers. IDG indicates that it will be the first global tech-focused ad network to enter the Chinese market, which could potentially offer 3 billion ad opportunities each month.
Programmatic is not a new concept in China. In fact, it's growing exceedingly fast and is expected to account for more than two-thirds (69.1 percent) of third-party DSP buys by 2017.
"China is a natural extension for IDG Tech Network, Peter Longo, CEO of U.S. Media, says in a release. "Our deep understanding of the local media market ensures that we can efficiently connect marketers worldwide with the largest and most engaged Chinese audiences online."
IDG TechNetwork China is a subsidiary of IDG China and will fall under the leadership umbrella of CEO William Xu. In a statement, Xu suggests the company's first-to-market strategy will appeal to Chinese marketers.
The company tells FOLIO: that it's currently exploring further expansion into Singapore and Brazil, so it's quite clear that emerging markets are a big part of its growth strategy.