This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

Why it matters

With much consumer insight locked behind the walled gardens of China’s Facebook, Google and BAT (Baidu, Alibaba, Tencent), advertisers will benefit from looking to location and payment data in segmentation.


  • Tencent and Alibaba have built a data management platform (DMP) which can be used to segment audiences based on multiple parameters to buy a specific audience.
  • In China, online purchase data is still not available for deep segmentation analysis, restricting advertisers to BAT's pre-built segments.
  • With 96% of all payments being done by mobile wallets in convenience stores, for the first time, offline purchase data can be used for segmentation.

Segmentation in China today and beyond