SOURCE: Proximic


December 14, 2009 08:00 ET Builds Out Core Targeting Platform Based on Proximic's Contextual Matching Web Service

Alibaba Group's Taobao Signed a Key Partnership Agreement With Proximic to Integrate Proximic's Contextual Matching Capabilities Into the Targeting Platform for Promoting Its Merchants' Offerings

BEIJING and PALO ALTO, CA--(Marketwire - December 14, 2009) -, China's dominant online consumer-to-consumer (C2C) marketplace with 85 percent of China's C2C online shopping market share, which also runs the Alimama ad network serving 3 billion daily ad impressions that reaches 80 million consumers every day, today announced the signing of a partnership agreement with Proximic, a leading company in the area of contextual matching and audience targeting.

The two companies have struck the agreement in a move to enhance the performance of promotional content across the Taobao network. Under the agreement, will integrate with Proximic's ContextMatch API -- a high performance contextual matching service -- and enrich its targeting capabilities across increasing parts of its page inventory.

The arrangement comes, as -- similar to other global markets -- Chinese merchants and advertisers are demanding measurable results and are shifting away from simple display ad models. Demand is also growing from response-driven smaller advertisers as the marketplace for small- and medium-sized enterprises (SME) develops.

Taobao will use Proximic's contextual matching platform to improve the company's promotional solution platform for its merchants and publishers. With that, the company will get the ability to better pinpoint the contextually relevant audiences for promotional items.

"With growing sophistication, Chinese advertising customers are increasingly asking for more budget control and proof of user engagement," said Proximic CEO Philipp Pieper. "In the past months our dynamic contextual matching service has proven to help achieve granularity and truly accurate contextual targeting in this market to drive the necessary promotional performance. Today, we are excited to launch an offering that combines our deep contextual targeting capabilities with Taobao's dominant reach into the SME market and online merchants."

About Taobao

Taobao is the largest online shopping marketplace globally, since June 2009. With a registered user base of more than 145 million, Taobao reaches an overwhelming majority of online shoppers in China. In 2008, Taobao's transaction volume, or gross merchandise volume (GMV), was RMB100 billion. In the first half of 2009, Taobao's GMV reached RMB80.9 billion. Taobao operates the Alimama ad network. For more information about, please visit For a Chinese version of the press release, please refer to

About Proximic

Proximic provides a dynamic contextual matching service for advertising and publisher networks. The Proximic ContextMatch web service identifies for its partners connections between unstructured data assets such as web pages or user profiles to ad related targeting such as text-ad keywords or display categories. Proximic enables a better way to target specific page content or audience interest by identifying relationships on a more dynamic, more precise and more versatile technology basis than other solutions. Combining non-linguistic contextual profiling technology called "Pattern Proximity" with a "Dynamic Category Matching" in which it automatically crowd-sources 100,000s of categories, Proximic enables networks to identify better ad matches across highly granular topical interests. Proximic is a privately funded company based in Palo Alto, California and offices in Beijing, China and Munich, Germany. The company is privately held and backed by investors such as Wellington Partners, which ranks among the most successful pan-European venture capital firms, and the Holtzbrinck Group, the publishing group of numerous publications including the Scientific American. To learn more, visit

Contact Information