Sina developed a cross-platform ad system, Longyuan, that covers Sina Weibo, Sina news portal, its online video service and their mobile counterparts.

The automatic system would place targeted ads based on user account, browser Cookie ID, and the like. Advertisers only need to choose how many users they’d like to cover, and when or how often they’d have ads shown. Ad performance can be monitored by third parties, according to Sina.

In March Sina rolled out an ad exchange, Sina Ad Exchange (SAX). Different from other ad exchange, the online media ad inventory of SAX is solely from Sina’s online properties. SAX has been connected to more than twenty local demand-side platforms.

Tracey Xiang is Beijing, China-based tech writer. Reach her at

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