Chinese Mobile Programmatic Advertising Spend Rising

Chinese mobile programmatic advertising spend is increasing dramatically, new figures show. Driven by companies like Alibaba, Tencent and Baidu, who all focus heavily on mobile advertising, mobile's share of programmatic digital display impressions has gone from 3.9% half way through 2014, to just under 40% by the end of last year. This high level of growth in 18 months includes a rise of 350% in just the second quarter of 2015. The data released by iPinYou shows that the trend is not slowing either, with eMarketer estimating that the ‚Äúspending on the format will reach [7.06 billion US dollars] in 2016‚ÄĚ, which will equate to a 97% increase over the previous year.¬†