Chinese Internet company Qihoo 360 announced it would take controlling stake in MediaV, a Chinese digital advertising service. Yang Jiongwei, CEO of MediaV, told local media that Qihoo bought 60% of the company for more than $100 million.

MediaV, founded in 2009, is known for helping online retailers or other digital advertisers track and improve advertising performance.

The case may be confusing to many who see Qihoo 360 as a free Internet security and browser service provider. The company actually started monetizing its huge user base, gained with the free Internet security product, through text link ads on the landing page of its web browsers.

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Tracey Xiang

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