Advertising & MarTech
China is roughly a fifth of the global ad market, with several of the world's largest ad sellers — ByteDance, Alibaba, Tencent, PDD, JD and Kuaishou. These are their advertising platforms: search and retail media, social and short-video buying, and global app-install networks, competing with Google Ads, Meta, Amazon Ads and AppLovin.
Search, feed, map/local and AI-assisted marketing across Baidu.
ByteDance's ad platform across Douyin, Toutiao and Xigua inventory.
TikTok's global ads platform. In the US/EU it is a mainstream incumbent channel rather than a China-only alternative; most relevant for cross-border and China-entry campaigns.
Advertising across WeChat, QQ, Tencent video and games inventory.
Short-video, livestream and performance advertising on Kuaishou.
Retail-media and merchant advertising across Taobao and Tmall.
Seller advertising across the Pinduoduo and Temu marketplaces.
JD's retail-media advertising stack (Jingzhuntong).
Global mobile app-install and monetization ad network (Mobvista).