Charlie Wang

Charlie Wang

Digital Partner, Mindshare Beijing

Currently the digital partner for Mindshare, looking after the digital and search team in Beijing. Charlie is an experienced digital marketing professional with strong IT consulting background and a passion in data-driven marketing. He has more than seven years of digital marketing and consulting experience across U.S., Hong Kong, and China. His areas of expertise focus on direct response, lead generation, e-commerce, CRM, and programmatic media. An active advocate of data-driven marketing in the China market with various speaking engagements and publications on digital analytics and programmatic media. His client portfolio spans across IT, B2B, and FMCG.



The Practical Guide to Programmatic Planning in China: Part 4

Sep 27, 2015 - Here is how to select data management platforms (DMP) for a programmatic strategy in China's closed and fragmented data ecosystem. Comments


The Practical Guide to Programmatic Planning in China: Part 3

Aug 23, 2015 - How to evaluate demand side platforms for a programmatic strategy in China. Comments


The Practical Guide to Programmatic Planning in China: Part 2

Jul 22, 2015 - Conflict of interest remains a major hurdle in the development of China's programmatic landscape. Here is what clients need to know. Comments


A Practical Guide to Programmatic Planning in China: Part 1

Jun 28, 2015 - Charlie Wang talks through the finer points of planning a programmatic strategy for China. Comments


Programmatic Video: China Versus the West

May 27, 2015 - Following a trip to London, Charlie Wang shares his observations on the key differences between China's video programmatic system and that of the big... Comments


Programmatic in China Part 4: Open Exchange

Apr 7, 2015 - This is the last part of the "Programmatic in China" series and in this article we'll take a look at the open exchange model. Comments


Programmatic in China Part 3: The Private Marketplace

Mar 8, 2015 - Charlie Wang looks at the private market programmatic model in China's unique ad-tech space. Comments


Programmatic in China Part 2: The Preferred Deal

Jan 13, 2015 - In part two of this look at programmatic buying in China, columnist Charlie Wang looks at the preferred deal models in China. Comments


Programmatic in China Part 1: Programmatic Premium

Dec 22, 2014 - A first look at understanding China's unique programmatic ecosystem, with a focus on programmatic premium. Comments


Measuring Online TV Through Behavior-Based Measurements

Nov 6, 2014 - Programmatic online TV (OTV) needs to shift from panel-based to behavior-based measurements for the best results. Comments


True Viral Cannot Be Planned

Oct 21, 2014 - As a recent viral advertisement for a technical college in China shows, there is no rhyme or reason when it comes to what campaigns get picked up by... Comments


Common China Market Entry Mistakes

Sep 21, 2014 - Western ad tech companies make some common mistakes when entering the Chinese market – here are some of the most common ones. Comments


Publisher Policy, Not Technology, Will Determine Programmatic Growth in China

Aug 13, 2014 - In order for programmatic to grow significantly in the Chinese market, publishers need to buy into the model - accessing and embracing the technology... Comments


Video Demand-Side Platform Evaluation for the Chinese Market

Jul 15, 2014 - Video demand-side platforms are gaining traction in APAC. Here is a look at the distinct advantages and disadvantages of using this channel for media... Comments


5 Interesting Observations on E-Commerce Media Buying in China

Jun 17, 2014 - E-commerce media buying in China differs greatly from other forms of media buying, such as portals. Here are five thoughts about the state of e-commerce... Comments


Let’s Get Practical With the Convergence of Marketing and Ad Tech

May 5, 2014 - There's a lot of hype surrounding Oracle's acquisition of BlueKai. However, here are a few immediate implications to marketers. Comments


Is iGRP Dumbing Down Digital?

Mar 27, 2014 - With new behavioral datasets, direct response and search marketers view iGRPs as taking a step back in measurement. Here's why. Comments


Who Should Own My Data Management Platform?

Mar 5, 2014 - Mapping out the pros and cons of data management platform (DMP) ownership - an ad tech dilemma for marketers in China. Comments


5 Digital Media Buying Trends to Watch in China

Feb 18, 2014 - The Tencent and Alibaba mobile commerce war will continue to heat up and there will be a new competitor for Baidu in China and beyond. Comments


4 Tips to Effectively Measure B2B Demand Generation Campaigns

Jan 2, 2014 - Because of the unique challenges B2B marketers face, consider these tips to measure your media mix effectively. Comments


Will Programmatic Premium Buy Overtake RTB in China?

Nov 26, 2013 - A research firm in China predicts that PPB will become the primary buying method within DSP ad buying in the country. I beg to differ. Comments

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