‘How to crack China with programmatic ad buying’ – Econsultancy
Olivia Solon says, “China’s unique ecosystem means that international brands can’t adopt a ‘business as usual’ approach to reach its tantalizingly large population.
Dr. Sara Ye, president of Chinese ad tech titan iPinYou’s international business, explains how to crack the People’s Republic with programmatic buying.
Dr. Ye will be speaking at the forthcoming ad:tech conference in New York on 2-3 November.
How would you sum up the challenges faced by international brands trying to break into China?
Many international companies find it a very difficult market to enter.
Even if they have broken into the market they find it very hard to maintain a leader position like they do in the US market – as we have seen with companies like Google, Amazon and Uber”.
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