Chinese marketing observers suggest the new rules will improve indeed improve transparency, with one suggesting this could start a new shift away from KOL marketing as we know it.
WeChat has invited MCN agencies to register for a soon-to-be-revealed channel within the super app that will “support more merchants to provide high-quality services to their users.”
R3 whitepaper finds marketers in China can no longer only rely on agencies to select and launch KOL campaigns.
The free pass that the digital majors get in viewability standards is bringing chaos to the programmatic advertising ecosystem, said MCN's chief data officer.
The move represents VS Media's transition to the 'MCN 2.0' era.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins