Jenny Chan 陳詠欣
May 17, 2019

'Is it expensive?': Sellers not pleased by price-comparison tool for China digital ads

A tool that lays out hidden markups of digital media buying and potential arbitrage in China has caused a stir following its release last month.

Screenshot of FugeTech's WeChat mini-program (called 'Is It Expensive?) captured on the morning of 16 May after OTT sales brokers all asked to be anonymised, due to evident differences in their CPM prices

On a self-stated mission to get rid of guesstimates and pricing chaos in media buying, a martech startup called FugeTech has created a WeChat mini-program that lists advertisement prices from brokers and exclusive ad-sales agents of various mobile apps, online video sites, and over-the-top OTT services in the mainland.

The tool in essence transplants the concept of a price-comparison tool from consumer categories such as air tickets and hotel rooms into the advertising...

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