StackAdapt launches Chinese language contextual advertising

StackAdapt has launched Chinese language contextual advertising, targeting brands seeking to connect with audiences browsing Chinese content across multiple media channels worldwide.
 
The offering will be available to advertisers who want to reach Chinese-language audiences in Australia, plus New Zealand, the United States, the United Kingdom, Canada, Malaysia, Singapore, Japan, Taiwan, and Hong Kong.

Marketers can tailor their ads to users engaged with content in Traditional and Simplified Chinese, covering both Mandarin and Cantonese. 

The multi-channel programmatic advertising platform developed Chinese language options for three of its key features: page context AI, keyword rule targeting, and browsing audiences.

StackAdapt said the solution would appeal to mainland China-based businesses wanting to reach consumers in international markets or any brand seeking to connect with audiences browsing Chinese content around the world. The company said it currently scans 1 million web pages per day for Chinese language bid requests, and it now receives 150 million bid requests per day. 

Liam McCarten, VP of Sales APAC at StackAdapt, said the company has widened the scope for audience targeting with the Chinese language contextual advertising offering.

He noted that the algorithm will automatically detect the input - Traditional or Simplified Chinese - and use the appropriate option for targeting.
 
"There is a major advantage for advertisers looking to target audiences consuming content in another language. Placing ads in the right context can drive a big boost in performance."

The page context AI solution enables advertisers to show native, display, and video ads to people who are browsing sites directly relevant to a brand’s product or service. The patented solution does not depend on cookies or other identifiers.
 
The adtech company’s keyword rule targeting solution enables advertisers to define specific keywords and phrases related to a campaign, allowing the advertiser to assign rules so their ads are accurately aligned with the right content. Browsing audiences enables marketers to focus their efforts on the most interested audiences.
 
McCarten said: "Our contextual products have reached a very high level of maturity, and we are pushing them even further to make our machine learning models even more powerful and predictive."
 
"The ability to offer Chinese language contextual advertising solutions will dramatically increase the consumer base for brands around the world. Contextual targeting is important as part of a toolkit of future-proofed marketing strategies."

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Top image: Liam McCarten