AdChina

AdChina established its position in China's digital advertising market by developing and operating a comprehensive, independent technology platform. Founded in Silicon Valley in April 2007 by Alan Fangjun Yan, the company quickly grew to address the burgeoning online and mobile advertising space in China. Yan, who served as Chairman and CEO, brought experience from managerial roles at eBay, Philips, and Lucent, along with an MBA from MIT Sloan School of Management, to steer the company's direction. The business operations in China commenced in August 2007 through a company established by Yan and his wife, Yuying Zhao.

The firm's core business revolves around its proprietary AdManager system, an integrated platform that includes a Demand-Side Platform (DSP) for advertisers and a Supply-Side Platform (SSP) for publishers. This technology facilitates the buying and selling of digital ad inventory by tracking available ad space, processing orders, analyzing audience data, and delivering targeted advertisements across both personal computers and mobile devices. The business model is centered on providing these advertising technology services to a client base of advertisers, advertising agencies, and publishers. By late 2013, the platform was handling a massive volume of traffic, reaching a significant portion of China's internet users.

AdChina's growth trajectory included several funding rounds, with a notable $40 million infusion in 2010 from investors like News Corp and Norwest Venture Partners. The company filed for a $100 million IPO in the United States in early 2012, citing 2011 revenues of $51 million, but ultimately withdrew the offering a year later. A pivotal moment in its history occurred in January 2015, when Alibaba Group acquired a majority stake in the company. This strategic acquisition was intended to merge AdChina's data marketing platform with Alibaba's own marketing unit, Alimama, and its cloud computing division, Aliyun, to create a more powerful, end-to-end digital marketing service. Following the acquisition, AdChina was integrated into Alibaba and ceased to operate as an independent entity.

Keywords: AdChina, digital advertising, adtech, demand-side platform, supply-side platform, data management platform, Alan Fangjun Yan, Alibaba, Alimama, online marketing, mobile advertising, China advertising, ad exchange, programmatic advertising, ad network, audience targeting, publisher monetization, advertiser solutions, media buying, AdManager system