“Data-Driven Thinking” is written by members of the media community and consists of fresh concepts on the digital revolution in media.
Todays column is composed by Humphrey Ho, United States handling director of Hylink Digital.
Link stopping has long been a challenge for numerous marketers in China when connecting with the almost 1 billion internet users in the nation..
For the unaware, link stopping is the practice, often taken part in by big internet companies, of blocking links from competitors on their homes.
Till just recently, link blocking was possible due to the fact that a couple of dominant tech giants manage big yet insulated sections of the internet. Were all very acquainted with the concept of walled gardens.
Competing payment, ecommerce, social and/or content-sharing apps were readily suppressed by link blocking, preventing the flow of traffic in between websites.
Users on Alibabas Twitter-like website Weibo, for example, would be prevented from connecting out to Tencent-owned material giant WeChat, or Tencent would limit users from sharing content coming from on Douyin, TikTok-parent company ByteDances short video app, throughout Tencent-owned immediate messaging apps, such as WeChat and QQ.
Today, the Chinese federal government has executed guidelines that prohibit link blocking, a relocation that permits the free circulation of traffic between rival platforms. Undoubtedly, this relocation has powerful implications for marketing and marketing firms.

What does this mean for marketers?
In a nutshell, the media power has actually shifted from the tech giants back to advertisers and customers. In the past, the complex linking rules, as determined by the tech giants, had forced online marketers to create content tailored to the experience on each platform, frequently requiring separate budget plans.
Now, advertisers can finally focus on larger cross-platform techniques and execution. This newfound flexibility will permit advertising companies to implement and develop marketing methods focused on their goals for success.
However APAC marketers and worldwide marketers will have to change their standard method to Chinese markets by asking the ideal questions. Do we divert users to the WeChat chatbot to talk to the right representatives or do we redirect them to the WeChat mini program where they can buy the products … or do we simply enable them to continue to browse?
Focusing on the quality of conversions and sources of traffic will increase competition and force publishers to up their video game.
From a marketer viewpoint, the governments crackdown on link blocking might likewise increase adoption of the China Advertising ID (CAID) due to the fact that of the requirement for a cross-platform requirement.
Although tech platforms each presently have their own advertiser IDs for online marketers, and that will continue, the elimination of link stopping will lead advertisers to execute the CAID as a basic system for information collection.
And with a standard in location, regulators will more easily be able to impose the recently passed Personal Information Privacy Law, or PIPL, leading to increased personal privacy security for users.
The bottom line is link unblocking creates an equal opportunity for worldwide, regional and local online marketers alike. After years of being stymied, they can now take their marketing approaches from other markets and apply them in China with far more strategic fluidity.
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