Alimama, the online advertising solution under Alibaba Group, expects to see a 60% year-on-year increase in revenue cuts for partners, possibly reaching 5 billion yuan (US$800 mn), by the end of this year. (in Chinese).

At the end of 2012, Alibaba restructured its in-site and cross-platform search and display advertising services and rename the combined brand as Alimama. The new Alimama includes Tanx — a real-time display advertising platform, Taobao Mobile Union — an app-targeted mobile ad network, and Taobao Union, a Google AdSense-like in-site search and cross-Web contextual ad service.

A program called Silk Road was released later for third-party partners to better monetize traffic on their sites by building customized sub-sites or search services — like a Google AdSense service tailored to specific customers. Digital media or services such as Kingsoft, Sogou, Funshion and Maxthon were invited to be the first customers of the Silk Road program. It will be open to more partners after after May 1st, according to Alimama.

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Tracey Xiang

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