Web-based advertising in China: a brief review

Nowadays, more and more Chinese involve in using Internet hence it creates a prosperous market for advertising. Nevertheless, who devotes to the market and how they performed? In this paper, we review the status quo of China Web advertising including the Internet users, the advertisers, the ad publishers and the Web advertising market. We also analyze the large and small advertiserspsila behaviors on advertising and the competition among domestic and foreign ad publishers. After the analysis, we believe that China Web ad market is promising and more small advertisers will appear. Meanwhile the ad sources will be more various. Moreover, more and more traditional sectors will get involved. However, it is not easy for world web magnates to entry due to the cultural gap. To succeed they should be localized.