China’s mobile advertising market is one sector that has bloomed among the China startup scene. With more and more foreign and local players looking to take a cut of China’s 500 million smartphone-enabled citizens, the market has progressed hugely in a short amount of time. AdsMOGO CEO Peter Wang chronicled the history of China’s mobile advertising market during the KEY Platform conference held in Seoul at the end of last month, detailing the key points in the development of ad tech.

Previously, advertisements were primarily posted on social networks or websites. It was in 2011 when China’s mobile market started to evolve along with the boom in smartphones. Mobile network platforms started to provide in-app advertising by seamlessly adding ads while users performing their regular tasks. Like many other players, AdsMOGO was founded then as a mobile aggregator to enable an app to connect with these multiple ad networks and DSPs for ease of monetization. The in-app advertising model went viral along with the growth of automated advertising software platforms in 2012.

Many Chinese internet giants started to roll out mobile advertising in 2013. Baidu and iQiyi started supporting cross-platform advertising across PC and mobile, while Youku and Sohu started monetizing their mobile traffic. Mobile advertising market heated up with a mobile advertising platform like Youmi announcing new funding while Guohe shifted into mobile game cross-promotion.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com