Tencent’s Just Getting Started on Online Advertising

Chinese Internet giant takes a leaf from Facebook to rake in ad dollars

Tencent Holdings Ltd. is counting on its user data — the music people play, news they read and places they go — to capture a bigger share of China’s 350 billion yuan ($53 billion) online advertising market and ultimately become a social media advertising juggernaut like Facebook Inc. Alibaba Group Holding Ltd. now dominates Chinese digital advertising but investors are betting a big chunk of Tencent’s future growth will stem from marketing. While a relative minnow globally, its ad revenue could more than double to $11.4 billion by 2019, eMarketer estimates.

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