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Ad firms head to China

The world’s largest advertising companies want to conquer a burgeoning territory: online-ad buying in China.

French advertising company Publicis Groupe SA and US advertising company Interpublic Group, hoping to capitalise on projections for fast-paced growth in the country, are now planning to launch digital-ad buying units in China, company executives say.

Most large advertising companies, like Publicis, have been investing in China for several years through acquisitions and partnerships. The next frontier is the business of buying online ads. Advertising companies are looking to take their expertise and apply it to China’s fast-growing digital market, where the internet population now ranks as the largest in the world.