Taobao Union, the advertising service of Alibaba Group, announced to expand customer base from limited e-commerce retailers to all online advertisers at its annual event today. Also, Taobao re-adopted the brand name, Alimama, for a combination of three advertising services. Released in 2007, Alimama was originally aimed to serve all advertisers across the Web but incorporated into Taobao and renamed Taobao Union to focus on serving Taobao retailers.

The re-branded Alimama includes Tanx — a real-time display advertising platform launched in 2010, Taobao Mobile Union — an app-targeted mobile ad network, and Taobao Union – including in-site search marketing and display ad services, a cross-web transaction-based contextual advertising program and an advertising service for retailers on third-party e-commerce platforms.

Taobao Union

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com