Glossary
The vocabulary
of China outbound
Fifteen terms that recur constantly in cross-border media work and are rarely defined precisely. Each definition is written to stand on its own.
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- China outbound advertising
Also: China outbound media
- China outbound advertising is advertising bought by Chinese companies to reach audiences outside mainland China, as part of international expansion.
- Market
- Chuhai (出海)
Also: Going global, going overseas
- Chuhai (出海) is the Chinese business term for going overseas — the strategic expansion of a Chinese company into international markets, literally translating as 'going out to sea'.
- Market
- Cross-border media buying
- Cross-border media buying is the purchase of advertising inventory in one country by an advertiser or agency based in another, requiring contracting, settlement and measurement to work across both jurisdictions.
- Commercial
- Outbound agency
Also: Chuhai agency
- An outbound agency is a Chinese media agency specialising in helping Chinese advertisers buy media in international markets, as distinct from agencies serving international brands inside China.
- Commercial
- Third-party ad server
- A third-party ad server is an independent platform that delivers and measures advertising separately from both the advertiser and the media owner, producing a delivery record neither transacting party controls.
- Technology
- ReachMax
Also: AddNewer
- ReachMax, also known as AddNewer, operates as China's largest third-party ad-serving and verification platform, used to independently measure campaign delivery for Chinese advertisers.
- Technology
- GIVT and SIVT
Also: General and sophisticated invalid traffic
- GIVT is general invalid traffic identifiable through routine filtration such as known bot lists; SIVT is sophisticated invalid traffic that requires behavioural analytics to detect because it is engineered to imitate human activity.
- Measurement
- Viewability
- Viewability measures whether a served advertisement had the opportunity to be seen by a human, based on how much of the creative was rendered in the visible area of a screen and for how long.
- Measurement
- Brand safety
- Brand safety is the practice of ensuring advertising does not appear adjacent to content that would damage the advertiser's reputation, and that a media owner's inventory does not carry advertising that breaches its own standards.
- Measurement
- RMB settlement
- RMB settlement is the payment of a media transaction in Chinese renminbi, which requires a compliant cross-border path when the media owner invoices in another currency and jurisdiction.
- Commercial
- Creative localisation
- Creative localisation is the adaptation of advertising for a destination market, covering language, format, pacing, cultural reference and regulatory compliance — not translation alone.
- Commercial
- Trading desk
- A trading desk is a centralised team that executes programmatic media buying on behalf of advertisers, operating demand-side platforms and managing bidding strategy.
- Commercial
- DSP (demand-side platform)
- A demand-side platform is software that lets advertisers and agencies buy advertising inventory programmatically across many publishers through automated real-time bidding.
- Technology
- Retail media
- Retail media is advertising sold by retailers and marketplaces across their own digital properties, using their first-party purchase data for targeting and measurement.
- Market
- CTV (connected TV)
- Connected TV is advertising delivered to internet-connected television screens through streaming applications, combining television's brand impact with digital targeting and measurement.
- Market
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