The IDG TechNetwork has expanded its global online advertising network into China, following its parent company International Data Group (IDG), which has supported the market for 34 years.
The launch of IDG TechNetwork China, announced Monday, means that IDG now supports data-driven marketing and premium programmatic buying to more than 60 Chinese language magazines, newspapers and Web sites.
Peter Longo, CEO of U.S. Media for IDG Communications, believes the move makes the company the first global technology-focused ad network to enter the Chinese market. The network supports more than 570 publisher sites and reaches more than 130 million tech enthusiasts, enterprise tech buyers and gamers.
Based in Beijing, IDG TechNetwork China is a fully owned business unit of IDG China led by CEO William Xu.
For brands, the move means an easier transition into China to reach the local market and better access to premium inventory they can purchase and optimize through one media group, the IDG TechNetwork China.
Marketers will have access to auctions and private marketplaces, data management platform and demand side platform services, along with increased targeting capabilities and multiple ways of acquiring inventory through direct placements and exchange based trading, per Longo.
“They will be able to buy with confidence against premium inventory from IDG, a media company that has been doing business in China for over 30 years,” he said.
All owned-and-operated Web sites in China become part of the IDG TechNetwork China along with selected premium partners that we have chosen to work with us. This provides increased scale to offer their advertising partners, as well as the ability to do business with new partners, such as DSPs and agency trading desks.
The company will now collect first-party data for its network of Web sites, allowing for better performance and return on investments for advertisers.