AdTech: Why China sells Internet ads by the day
Oct 16, 2007
Why is online advertising sold at Cost Per Day in China?
In China – unlike most markets where you buy per click or the number of times an ad has been seen – you buy 24 hours on a site. This goes totally counter to the granularity that the Internet is supposed to bring. Crazy!
1- It is difficult and costly to serve ads specifically.
The technology in China is not good enough to rotate ads in or out. Easier to sell fixed placement ads for a period of time.
Expectations are set, so it is hard to change the market.
Therefore Alexa.com rules
In the US Alexa has almost gone away, but in China there is now a whole cottage industry set up to see how to game Alexa to make advertising rates go up.
Any other explanations out there?