Twitter-owned ad exchange MoPub has partnered with IPinYou, one of Chinas largest programmatic ad buying platforms, in a move that sees IPinYou making its first attempt to crack the mobile market outside China.

iPinYou, which was founded in 2008, has a 59 per cent share of Chinas programmatic buying market, and its real-time bidding technology, which uses big data analysis to optimise ad purchasing and audience targeting, has been recognised by firms including Tencent, Baidu and Google.

The company recently opened its first international office in Bellevue, Washington, and is hoping the partnership with MoPub will help it serve as a bridge between US and Chinese companies and consumers.

“On one hand, we help US brands and advertisers connect [with] Chinese consumers via the iPinYou platform and extensive inventrories in China,” said Sara Ye, president of international markets for iPinYou in an interview with AdAge. “On the other hand, we help Chinese brands and advertisers to connect with US consumers by leveraging the mobile inventory provided by MoPub in the US.”

America is only the beginning of iPinYous plans for international expansion. It hopes to open the Chinese market to advertisers from all major regions over the next few years, either through international offices, partnerships or even acquisitions.

“Our new US office and presence in North America are important milestones for the company,” said Grace Huang, founder and CEO of iPinYou. “It represents a critical step forward in our mission to open the Chinese advertising market to North American companies and allow Chinese brands the opportunity to look outside the country to reach new customers.

“The regional characteristics of Chinese consumer preferences are significantly different from North American markets, and we hope our leading expertise in the region provides overseas advertisers the confidence to establish themselves in the Chinese market.”

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