Friday, January 04, 2013

Alibaba restructures online advertising divisions

News this week: China’s largest e-commerce company Alibaba Group announced the return of Alimama, an ad exchange platform launched by Alibaba in 2007, to cover wireless advertising for the company’s online platforms including the consumer-focused Taobao.

Alimama will also merge with Taobao Alliance, an affiliate advertising program of Taobao which currently provides ad services for the platform. Taobao Alliance will reportedly continue as a business line on the Alimama platform.

The Alimama platform will contain three main components: Taoke, the affiliate advertising service of Taobao Alliance, display advertising available via Alibaba’s shopping search engine eTao’s TANX (Taobao Ad Network & eXchange), and a newly-established mobile ad union service.

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