The quest for better mobile native ads in China

Amplifi China, the media investment arm of Dentsu Aegis Network China, has partnered with leading publishers to dig deeper into consumer mobile behaviours.

Meg Chen (fifth from left) with the publisher partners during the unveiling of the white paper report on native mobile ads.

When Amplifi China launched a white paper report on mobile native ads in Shanghai last month, its theme was 遇见“隐”响力 yu jian yin xiang li, punning on “隐” yin which means “hidden” in Chinese against 影响力 ying xiang li, influence.

While native ads and sponsored content are sometimes used interchangeably, the former by its very definition resembles the editorial of the platform it is served and is less intrusive. “Intrusion” is the...

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