WPP Firms Join in China Ad Network Partnership

Kate Kaye | November 25, 2008 | 0 comments

As firms eye (and buy into) the Russian market with increasing speed, China's looking good, too. For WPP, it helps to already own firms that make for attractive partnerships.

WPP-owned 24/7 Real Media has aligned with OgilvyOne China's ITOP Performance Marketing division. 24/7 will layer its Open AdStream ad management technology on the existing Ogilvy network, which covers b-to-b related verticals including IT and Telecommunications, Fashion and Entertainment, and Business and Finance.

It looks as though AdStream will enable more automation for the network, representing a "shift from traditional staff based advertising service to the use of internet advertising platforms, creating a more cost effective and robust advertising channel," according to a 24/7 press release.

Chairman and Founder of 24/7 Real Media David Moore said the relationship "will give Chinese advertisers an ad network that provides enhanced ROI, transparency and measurability."

OgilvyOne ITOP serves clients in China including China Unicom, Daphne, IBM, and Microsoft.

Earlier this year, investors showed interest in Shanghai-based network AdChina. The firm grabbed $10 million in a first round of funding in June.

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ABOUT THE AUTHOR

Kate Kaye is a Senior Editor at ClickZ News. As a daily reporter and editor for the original news source, she covers beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.