BIDU On Other Exchanges
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Company Description

Contact Info

Baidu Campus

No 10, Shangdi 10th Street

Haidian District

Beijing, 100085


Phone: 86 10 5992 8888

Fax: 86 10 5992 0000

eir Web page information and links. The company’s P4P platform features an automated online sign-up process that allows customers to activate and manage their accounts at any time. The company’s P4P platform is an online marketplace that introduces Internet search users to customers who bid for priority placement in the search results. Its intelligent ranking system takes into consideration the quality factor of a sponsored link for a search query in addition to the price bid on the keyword. The relevance is determined based on the company’s analysis of past search and click-through results. The company customizes search results by vertical industries through commercial knowledge graph. The search results of commercial knowledge graph consist of a special aggregated type of promotion called Card in the search results page, and a corresponding landing page that aggregates customers’ promotions and information. The company has made enhancements continually to its Phoenix Nest platform. It has opened online marketing on mobile search to all customers to allow them to promote their products and services. In addition to text descriptions, customers can also promote their applications on mobile search. The company provides a series of special management tools in Phoenix Nest, including upgraded site building tool, such as SiteApp for enhanced user experience, online chatting tool for better user engagement, mobile statistics analysis tool for enhanced conversion tracking, and performance reporting for managing campaign effectiveness. The company offers Phoenix Nest App (Android and iOS) allowing customers to manage their online marketing anywhere and anytime. It provides tools and features, such as Phone Calls, App Downloads, Site-Links on Mobile, Brand-Link on Mobile, allowing customers to manage and optimize mobile marketing and understand the mobile opportunity properly. In 2015, the company further upgraded Phoenix Nest by introducing a suite of new functionalities and services. It launched Local Express, which provides merchants with a turn-key solution to participate in its online marketing and transaction services. Local Express merchant accounts can be accessed by users via search, Baidu Maps and Baidu Nuomi. Local Express helps local merchants to reach users. The company assists its customers in their mobile situational marketing spending, i.e. directing their marketing spending based on the target audience, time of the day and location. It delivers data analysis reports on marketing spending to its customers after their marketing campaigns. In 2015, the company integrated data on online clicks, registration and offline store visits, allowing for intelligent marketing spending. BrandZone: BrandZone is the company’s primary branding display marketing product. The display position for BrandZone includes its Web search and also various vertical search products, such as Baidu Knows and Baidu Image Search. BrandZone allows the brand image of an advertiser to be displayed in all the vertical search products in a structured and uniform manner. Aladdin: Aladdin is a form of commercialization of the company’s Baidu data open platform. Based on its analysis of user search needs, the company collaborates with vertical Websites, who supply it with structured data for its inclusion in the search results to its users, and in return receive user traffic generated by the company. Online Marketing Services Based on Contextuals, Audience Attributes, Media and Placement Attributes Online marketing services based on contextuals, audience attributes, media and placement attributes refer to the company’s programmatic marketing service transaction system, which consist of four part: supply-side platform (SSP); demand-side platform (DSP); Baidu exchange service platform (BES); and data-management platform (DMP). SSP covers media resources of Baidu and third-party Baidu Union members. SSP manages media advertising space inventory and optimizes marketing spending by analyzing matching content, target audience and characteristics of different media and platforms. SSP has connected more advertising resources through


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Valuation BIDU Industry Range
Price/Earnings 12.9x
Price/Sales 5.7x
Price/Book 4.8x
Price/Cash Flow 12.7x
TEV/Sales 4.0x

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