There are approximately 500 million smartphone users in China. Last year those users downloaded close to 185 billion apps, which is about seven times more per user than in the US. Smartphone penetration is currently at 2.3 billion users globally, with China representing approximately 22% and climbing fast.

It’s no secret that putting ads in apps for China is a big business. Earlier this year internet giant Alibaba announced it had bought a majority stake in the country’s largest independent digital ad platform, AdChina, pairing it with marketing unit Alimama and their cloud computing sector Aliyun. At the same time other local players like Avazu Mobile and Mobvista are looking to consolidate in China as well as abroad.

But how do foreign ad exchange platforms go about entering a market which is already seeing huge local growth? The secret may lie in targeting the country’s huge companies, not their consumers.

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

What you get

Full access to all premium content and our full archives

Members'-only newsletters

Preferential access and discounts to all TechNode events

Direct access to the TechNode newsroom

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

Cate Cadell

Cate is a tech writer. She worked as a journalist in Australia, Mongolia and Myanmar. You can reach her (in Chinese or English) at: @catecadell or catecadell@technode.com