Google Finds China’s Weak Spot
While DoubleClick is not new to China, the addition of Ad Exchange, a real-time marketplace, is meant to help Chinese publishers and ad agencies to more simply manage campaigns. According to Google, the system will provide easier measurement for buyers as well as the opportunity to “democratize access to display advertising and make it accessible and open for more advertisers and publishers”.
A move in 2010 that relocated Google’s search business to Hong Kong resulted in significant market share loss with Baidu (NASDAQ:BIDU) now controlling 83.6 percent of the market and Google only 11.1 percent. Despite the struggling search business, Google’s Android technology is thriving in China, accounting for 68.4 percent of all smartphone sales in the country last year, double its share in 2010.