The digital marketing agency 24/7 Real Media has formed a joint venture in China with ITOP, the precision marketing department of OgilvyOne Worldwide, to establish a Chinese display and contextual advertising network. ITOP began operating in the U.S. in August 2008, and works with advertisers such as IBM Corp., China Unicom and Microsoft Corp.
Called ITOP 24/7, the joint venture will offer a combination of advertising services and targeting platforms, aiming at areas such as information technology and telecommunications, fashion and entertainment, and business and finance.
"This type of business is just forming in China, but we are confident that it will become more platform-driven in the future. We also see a trend with advertisers asking for more vertical and niche sites as a part of the media mix," said Beijing-based Chris Reitermann, OgilvyOne's president, China.
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