China's big three tighten hold on programmatic spend: eMarketer

Baidu, Alibaba and Tencent combined take up the largest share of programmatic digital display spending in China.

Mobile will account for 83.7% of the total programmatic spend, which is estimated to $22.81 billion in China this year, according to the latest forecast released by eMarketer.

Unsurprisingly, the so-called BAT giantsBaidu, Alibaba and Tencentwill consume the lion’s share of programmatic expenditures. The report noted that high smartphone penetration in China will continue to drive programmatic spend, while programmatic expenditure is expected to reach $29.61 billion 69% of total digital display ad...

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