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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