AudienceScience Opens Shanghai Office
AudienceScience, the maker of AudienceScienceHelios, the advertising automation software global brands use to plan, activate, and analyse addressable media, today announced the opening of its Shanghai office, making it the first and only western-based, fully integrated data management and programmatic buying platform operating in mainland China with locations in Shanghai, Beijing and Guangzhou.
AudienceScience is already serving more than 200 million impressions per day in China, and has doubled its market share within the country within the past quarter. Advertisers are now reaching Chinese consumers with the same audience targeting, optimisation, and fraud and viewability protections that they’ve come to expect from AudienceScience.
As the first western programmatic technology company with a Chinese entity operating within the country, AudienceScience now provides global advertisers with access to unique Chinese inventory and local data partners, allowing them to reach Chinese consumers in the mobile and video-heavy media market.
At the same time, AudienceScience is building relationships with Chinese publishers looking to do business with western advertisers. The company already has several direct local integrations with some of the largest supply partners in China, including YouKu, a leading multi-screen entertainment and media company, and LeEco (Le.com), a leading internet television network. These partnerships enable AudienceScience’s advertiser clients to programmatically access inventory via open exchange, private exchange, and partially returnable buying models.
“AudienceScience is a worldwide leader in programmatic advertising, with a reputation for providing brand clients with strong technology,” said Michael Ma, senior product director at Youku. “We are excited to work closely with AudienceScience, not only on a business level, but also to learn the best practices in global programmatic advertising. We look forward to a deep level of cooperation across multiple aspects of programmatic advertising, including PDB, RTB and data collaboration.”
“The way audiences interact with content is changing rapidly, and AudienceScience has built technology that helps brands reach these consumers as they transition away from traditional media channels," said Juan Mei, General Manager of LeEco’s LeTV. “With TV and other media becoming more addressable, we are building the infrastructure to make those audiences available to global advertisers. We look forward to working closely with AudienceScience to better understand these consumers and help these advertisers find their target audiences.”
AudienceScience® Helios is the leading SaaS based advertising automation suite. With a presence in more than 50 countries processing more than 120 billion transactions per day, AudienceScience is one of the largest buyers of global media for the world’s largest advertisers like P&G, Frito Lay and Glaxo Smith Kline. Addressable media is now the leading media investment for brand advertisers. The AudienceScience Helios platform helps advertisers efficiently and effectively manage this spend, achieving maximum viewable reach and optimal relevancy of message, while maintaining complete control and transparency.
“International is an increasingly important target for Fortune 100 advertisers, especially in digital,” said Tim Barnes, Chief Product Officer of AudienceScience. “Almost half of the total impressions delivered by AudienceScience are going to consumers outside of the U.S., and we expect that to grow tremendously in the coming months. China is one of the largest markets in the world, and advertisers are eager to leverage their data to reach engaged audiences through targeted mobile and video inventory. With our executive team’s experience working on the ground in China, we anticipate it will continue to grow rapidly throughout 2016.”
The company has tapped experienced entrepreneur Richard Huo to serve as VP China Business Operations. Huo and his team will be responsible for overseeing AudienceScience’s integrations with local media and data partners, as well as managing AudienceScience’s Chinese data server operations. Huo has extensive experience building technology companies within China. He assisted Netli, a leading global content delivery network that is now part of Akamai, in setting up the legal and regulatory framework to operate in China. Huo arrives at AudienceScience from Lincolnshire Management, Inc., a leading midmarket private equity firm.