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Baidu allocates more revenue to partners

By Ding Yining | May 29, 2015, Friday | Online Edition

China's largest search engine operator Baidu said today online search revenue allocated to its partners this year will add more than 40 percent from a year ago to 12 billion yuan (US$1.93 billion) and more than half of that revenue will be coming from mobile businesses.

“We will continue to upgrade our technology offerings to allow advertisers to easily target their audience by placing their ads on our union members’ websites and smartphone applications,” Deng Mingsheng, general manager of the business development at Baidu Union, said at a Baidu Union member forum today.

Baidu partners with smaller website owners to display the online advertising of its customers on these websites, and share the advertising fees generated by these advertisements with the members within the Baidu Union. On average Baidu Union members gets about 70 to 80 percent of advertisement income from Baidu.

“Baidu will continue to serve as a tool to connect Internet users with services both online and offline, and we’ll work with partners to build a healthier ecosystem, instead of seeking a controlling stake in Internet start-ups,” Chairman and Chief Executive Officer Robin Li said.

Last year Baidu has launched its own programmatic buying program, allowing advertisers to manage their advertising placement using technology methods to target media inventory.

This year, it will increase the amount of financial subsidy to 500 million yuan for small-sized website owners and their employees to allow them easier access to venture capital.

It has also launched a US$1 billion collaboration fund with venture capital partners to support mobile Internet start-ups.

In the first quarter this year, about 50.2 percent of Baidu’s overall revenue were coming from mobile businesses thanks to quick growth in mobile traffic.

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