{"id":13707,"date":"2026-09-25T13:51:17","date_gmt":"2026-09-25T10:51:17","guid":{"rendered":"https:\/\/mondiad.com\/blog\/?p=13707"},"modified":"2026-09-25T13:51:18","modified_gmt":"2026-09-25T10:51:18","slug":"what-are-the-best-ad-formats-and-verticals-for-advertising-in-china","status":"publish","type":"post","link":"https:\/\/mondiad.com\/blog\/what-are-the-best-ad-formats-and-verticals-for-advertising-in-china\/","title":{"rendered":"What Are the Best Ad Formats and Verticals for Advertising in China?"},"content":{"rendered":"\n

China has the largest online population in the world, with more than 1.12 billion internet users<\/a> and penetration above 80%. On paper, that looks like the biggest opportunity on any GEO list.<\/p>\n\n\n\n

In practice, it is the one market where the usual media buying playbook does not apply. Before you plan a China campaign, it helps to understand why, and what you can realistically do instead.<\/p>\n\n\n

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TL;DR<\/strong><\/h2>\n\n\n\n

Localization decides results:<\/strong> traditional characters for Hong Kong and Taiwan, simplified for Singapore and Malaysia.<\/p>\n\n\n\n

Mainland China is not a GEO you can simply target <\/strong>from a self-serve ad network the way you target India or Brazil.<\/p>\n\n\n\n

Reaching mainland users properly requires a Chinese legal entity, an ICP filing and campaigns inside closed platforms like Baidu, WeChat and Douyin.<\/p>\n\n\n\n

Gambling, crypto and circumvention tools are illegal there<\/strong>, so several standard affiliate verticals are off the table entirely.<\/p>\n\n\n\n

For most media buyers, the realistic play is Chinese-speaking traffic in Hong Kong, Taiwan, Singapore and Malaysia.<\/em><\/strong><\/p>\n\n\n<\/div>\n\n\n

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Why Is China Different From Every Other GEO?<\/h2>\n<\/div><\/div>\n\n\n\n

Three things separate China from markets like India, Indonesia or Brazil.<\/em><\/strong><\/p>\n\n\n\n

The traffic lives inside a closed ecosystem.<\/strong> Google, Meta and most Western ad tech do not operate in mainland China. Attention sits with Baidu, WeChat, Douyin, Xiaohongshu and Tencent properties, each with its own ad platform and its own rules. Global networks have very little mainland inventory, because the publishers that supply them mostly do not exist there.<\/p>\n\n\n\n

You need a local entity to advertise properly.<\/strong> Foreign companies cannot apply for an ICP license directly and need a mainland-registered entity or a licensed local sponsor<\/a>, plus hosting on an approved mainland provider. Running paid Baidu campaigns, integrating WeChat Pay or publishing a mini program all depend on that paperwork. Sites hosted offshore avoid the filing but load slowly and rank poorly.<\/p>\n\n\n\n

The advertising rules are strict and specific.<\/strong> China’s Measures for the Administration of Internet Advertising, in force since May 2023, require pop-up ads to carry a clear close button that works with one click<\/a>, and they ban timers, fake close signs and ads that reappear after closing. They also prohibit misleading clickbait such as fake system alerts or fake play buttons. In other words, a lot of standard aggressive affiliate creative is explicitly illegal.<\/p>\n\n\n\n

Can You Buy China Traffic on a Self-Serve Network?<\/h2>\n\n\n\n

You will usually see a China option in targeting menus, and some volume does come through. It comes from users reaching sites outside the firewall, from overseas Chinese audiences and from business travelers, so it is a thin and unrepresentative slice rather than the mainland market.<\/p>\n\n\n\n

Treat it as a small test, not a scaling plan. If a campaign shows real conversions there, keep it. Just do not build a forecast on it, and do not confuse it with actually reaching Chinese consumers at home.<\/p>\n\n\n\n

Which Verticals Are Off the Table?<\/h2>\n\n\n\n

Several of the most common affiliate verticals have no legal route into mainland China. Here is a quick overview before the details.<\/p>\n\n\n\n

Vertical<\/strong><\/th>Status in mainland China<\/strong><\/th>Main risk<\/strong><\/th><\/tr><\/thead>
Gambling and betting<\/strong><\/td>Illegal<\/td>Criminal liability, active enforcement against cross-border operators<\/td><\/tr>
Crypto and trading<\/strong><\/td>Illegal<\/td>Ban extended to stablecoins and tokenization in 2026<\/td><\/tr>
VPN and circumvention tools<\/strong><\/td>Illegal without authorization<\/td>Legal exposure for advertiser, publisher and network<\/td><\/tr>
Health claims and nutra<\/strong><\/td>High risk<\/td>Disguised medical and health food ads are specifically targeted<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Gambling and betting.<\/strong> All commercial gambling for profit is criminally illegal in mainland China, and enforcement against cross-border operators targeting Chinese players is a standing national priority. For markets where iGaming still works, see our iGaming ad networks comparison<\/a>.<\/p>\n\n\n\n

Crypto and trading.<\/strong> China reaffirmed its ban in February 2026, when regulators extended the crackdown to stablecoins and asset tokenization, including cross-border activity<\/a>. Crypto offers have no legal route to Chinese users.<\/p>\n\n\n\n

VPN and circumvention tools.<\/strong> Promoting unauthorized tools for getting around the firewall creates legal exposure for everyone involved.<\/p>\n\n\n\n

Health claims and nutra.<\/strong> The internet advertising rules specifically target disguised advertising for medical treatments, medication, medical devices and health foods, so this vertical carries high risk even with a local entity.<\/p>\n\n\n\n

Where Should You Reach Chinese-Speaking Audiences Instead?<\/h2>\n\n\n\n

This is the practical answer for most affiliates and media buyers. Chinese-speaking audiences outside the mainland are reachable through normal networks, and they convert on normal offers.<\/p>\n\n\n\n

Hong Kong<\/strong> is a high-value market with strong purchasing power, good for finance, e-commerce and travel offers.<\/p>\n\n\n\n

Taiwan<\/strong> offers solid volume and high mobile engagement, and performs well for e-commerce, apps, entertainment and dating.<\/p>\n\n\n\n

Singapore<\/strong> is a small but premium audience, and it suits finance, travel and subscription offers.<\/p>\n\n\n\n

Malaysia<\/strong> gives you a large Chinese-speaking segment alongside lower costs, which makes it a good testing ground before you move into pricier GEOs. Our guide to traffic tiers<\/a> explains how those cost differences work.<\/p>\n\n\n\n

Here is how the four markets compare side by side.<\/p>\n\n\n\n

GEO<\/strong><\/th>Script<\/strong><\/th>Main spoken language<\/strong><\/th>Main messaging app<\/strong><\/th>Popular local payments<\/strong><\/th>Best-fit verticals<\/strong><\/th><\/tr><\/thead>
Hong Kong<\/td>Traditional<\/td>Cantonese, English<\/td>WhatsApp<\/td>FPS, PayMe, AlipayHK, Octopus<\/td>Finance, e-commerce, travel<\/td><\/tr>
Taiwan<\/td>Traditional<\/td>Mandarin<\/td>LINE<\/td>LINE Pay, JKO Pay, cards<\/td>E-commerce, apps, entertainment, dating<\/td><\/tr>
Singapore<\/td>Simplified<\/td>English, Mandarin<\/td>WhatsApp<\/td>PayNow, GrabPay, cards<\/td>Finance, travel, subscriptions<\/td><\/tr>
Malaysia<\/td>Simplified<\/td>Mandarin, Cantonese, Malay, English<\/td>WhatsApp<\/td>Touch ‘n Go eWallet, DuitNow, GrabPay<\/td>Testing, e-commerce, apps<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
\"\"<\/a>
Chinese-speaking GEOs outside mainland China<\/figcaption><\/figure>\n\n\n\n

One detail matters more than people expect: Hong Kong and Taiwan use traditional Chinese characters, while Singapore and Malaysia mostly use simplified. \u00a0Using the wrong script immediately signals that your ad was not made for that audience.<\/p>\n\n\n\n

Which Ad Formats Work for These Markets?<\/h2>\n\n\n\n

All four markets are mobile-first, so the formats that perform best are the ones that reach users on their phones with little friction. Each format plays a different role in a Chinese-speaking campaign, from fast testing to warming up users before the click.<\/p>\n\n\n\n


<\/p>\n\n\n\n

\"Popunder,<\/a>
Popunder, in-page push, classic push and native ad formats for Chinese-speaking GEOs<\/em><\/figcaption><\/figure>\n\n\n\n

Popunders<\/strong> deliver volume at a low cost per visitor, which makes them the fastest way to test an offer across several Chinese-speaking GEOs at once. Our popunder advertising guide<\/a> covers the setup.<\/p>\n\n\n\n

In-page push<\/strong> reaches users without a subscription, including iOS users, so it works well in markets with high iPhone share such as Hong Kong and Taiwan.<\/p>\n\n\n\n

Classic push<\/strong> suits urgency-driven angles and repeat exposure, especially for e-commerce and entertainment offers.<\/p>\n\n\n\n

Native ads<\/strong> fit offers that need explanation before the click, such as finance or travel. If you are comparing formats, see our breakdown of push ads vs pop ads<\/a>.<\/p>\n\n\n\n

Format<\/strong><\/th>Main role<\/strong><\/th>Best-fit GEOs<\/strong><\/th>Offer examples<\/strong><\/th><\/tr><\/thead>
Popunder<\/strong><\/td>Volume and fast testing<\/td>All four, especially Malaysia<\/td>E-commerce, apps, lead gen<\/td><\/tr>
In-page push<\/strong><\/td>Reaching iOS users<\/td>Hong Kong, Taiwan<\/td>E-commerce, dating, entertainment<\/td><\/tr>
Classic push<\/strong><\/td>Urgency and repeat exposure<\/td>Taiwan, Malaysia<\/td>Flash sales, entertainment, apps<\/td><\/tr>
Native<\/strong><\/td>Pre-selling complex offers<\/td>Hong Kong, Singapore<\/td>Finance, travel, subscriptions<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

How Do You Localize Creatives for Chinese-Speaking Audiences?<\/strong><\/h2>\n\n\n\n

Translation alone rarely wins in these markets. The campaigns that scale are the ones that look like they were built locally, down to vocabulary, prices and timing.<\/p>\n\n\n\n