Snap Inc. and Baidu Extend Sales Partnership in China, Japan and South Korea

The Chinese search giant will continue to act as the messaging app’s advertiser representative

Snapchat and Baidu logos
Snap Inc. and Baidu did not specify an end date for their partnership extension. Snapchat, Baidu

Chinese search and internet giant Baidu will continue to act as Snap Inc.’s representative for advertisers in Greater China, Japan and South Korea following Monday’s extension of a sales partnership between the two companies that was originally struck in May 2017.

The two companies would not specify an end date for the extension.

Advertisers in those countries that go through Baidu will have access to all advertising formats on Snapchat, including Snap Ads, Story Ads, augmented reality lenses and filters.

Those brands can also tap real-time measurement from Snap or more than one dozen third-party measurement partners, as well as use the Snap Pixel for ecommerce targeting and measurement needs.

Baidu is well entrenched in the region, as its search engine has been operating in China since 2000.

Brands in China that have taken advantage of the partnership between Baidu and Snap include Beijing-based ecommerce company AjMall and Shanghai-based game developer Lilith Games.

“We are extremely excited about our ongoing partnership with Baidu. We look forward to continuing to work with Baidu to reach export-oriented advertisers in these key markets,” said Snap’s head of global revenue partnerships, Chad Bendall, in a statement. The company declined any further comment.

Added Sheng Hu, head of U.S. strategy and partnership at Baidu’s global business unit, in a statement, “Our partnership with Snap Inc. provides Chinese companies new avenues to expand their businesses through Snapchat advertising. We look forward to connecting with marketing executives in China and beyond on behalf of Snap to discuss the benefits of these advertising solutions.” David Cohen is editor of Adweek's Social Pro Daily.