technological upgrades. SSP supports a number of main-stream media formats, including textual links, images, open screen, interstitial, banner, information flow and video. SSP also supports native advertisement placement. DSP is an integrated sales service platform for advertisers and advertising agents, providing programmatic media buy service. DSP supports PC Web, WAP, in-app, and in-stream traffic multi-screen advertisement placement. DSP also supports the advertisement placement of standard creativity, intelligent creativity and customized creativity, as well as multiple payment methods, including CPT, CPM, CPC and CPA. BES is a traffic transaction platform that combines DSP with media resources, by leveraging the traffic advantage and big-data capabilities of BES. BES automatically conducts the ad-media buy process on behalf of advertisers using a digital platform, i.e. a programmatic buy process. PPB targets specific high-quality media resources and engages in programmatic buy only after reaching agreement on the terms of the purchase with the advertisers. GD is conducted based on the agreed-upon price and time period reached by both sides to the transaction. DMP collects data from the various parties in a programmatic buy process and stores, integrates, analyzes and optimizes such data. DMP integrates data from advertisers, Baidu and third-party DMPs, which cover searches, offline visits, target audience tags, sequential placements and crowd portraits, to improve the effectiveness and accuracy of DSP. Value-added Consultative Services Provided for Customers The company also offers certain value-added consultative services. Baidu Marketing Platform: At the early phase of their marketing placement, the company provides various consulting services to assist customers in understanding the market conditions and help them design suitable marketing solutions. The company also provides all-around marketing infrastructure services, including guidance on building mobile sites, site building tools, such as SiteApp, and site testing tools. Certification Services: The company classifies and certifies merchants based on the standards developed based on its experiences, and evaluates the credibility of merchants periodically based on their behavior on Baidu Marketing Platform and other business activities. The company has adopted related reward and penalty measures aiming to guide the merchants to improve their credibility. Baidu Credit: Based on customers’ historical marketing placements and credibility on the Baidu Marketing Platform, the company provides a short-term credit line to customers so that they can continue their marketing activities when they are short of capital. The company received authorization from the People’s Bank of China on enterprise credit investigation in November 2015. Transaction Services The company offers products and services that enable or facilitate its users and customers to conduct online and offline transactions. Baidu Nuomi: Baidu Nuomi offers multiple services and products to its users, including entertainment (such as film, transportation ticketing and tourism), dining, hotel reservation, health and beauty services. Baidu Nuomi users can access the services through Nuomi.com, Baidu Nuomi’s mobile application and additional channels, such as Baidu Mobile Search and Baidu Maps. In 2015, Baidu Nuomi introduced a host of new services, such as pre-paid cards, memberships, payment at store, spending credits, unified shopping carts and movie theme mall, to help local merchants build lasting relationships with users. Pre-paid cards allow users to store value for consumption with merchants, including merchant-specific pre-paid cards and Baidu general pre-paid cards. The membership service is aimed at providing premium services to loyal Baidu Nuomi users. Payment at store function enables users to only pay for the products and services when they have arrived at the offline store. Unified shopping carts allow users to complete multiple orders at the same time. In addition, Baidu Nuomi provides convenient credit payment service for users. Baidu Nuomi has also launched
baidu inc - spon adr (BIDU:NASDAQ GS)
No 10, Shangdi 10th Street
Phone: 86 10 5992 8888
Fax: 86 10 5992 0000www.baidu.com
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