Wang Gaofei, the newly assigned lead of Sina Weibo, revealed the self-serve bid-based ad system under test with a screenshot (below) of the dashboard for advertisers. The picture shows it is CPM-based. It is estimated offerings will include display ads shown next to the content of paid posts.

As early as the beginning of 2012 we heard that Sina was developing such a system, having verified accounts to carry ads and sharing advertising revenues with them. Micro-task, a similar system launched later in September, was taken as the result. (So did I.)It turned out it wasn’t what Sina was meant to make sense-making money with. It echos what Charles Chao, CEO of Sina, said on the latest earnings conference call that they didn’t expect to earn much money from Micro-task.

Having verified accounts in a revenue-sharing ad program is a sense-making move. There has been creative content marketing on Weibo platform, in the same way with Micro-task, operated by third parties.

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Tracey Xiang

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