Core Insights - The Chinese gaming industry has experienced significant revenue growth from 140.7 billion to 325.7 billion from 2015 to 2025, driven by mobile gaming expansion, overseas market exploration, and the cultural and commercial value of classic IPs [1] Group 1: Buy Volume Strategy - "Buy volume" has become a core skill for most Chinese game developers over the past decade, evolving from reliance on app stores to a more strategic approach due to the rise of social media and short video platforms [2][4] - The early gaming market relied heavily on channel resources, with a focus on "channel supremacy," which limited developers' autonomy and profitability [3] - As the market matured, the focus shifted to direct user advertising and building independent marketing strategies to compete with app store channels [3][4] Group 2: Overseas Market Challenges - Chinese game companies are increasingly investing in overseas markets, but many domestic buy volume strategies have not translated well internationally due to market fragmentation and differing attribution mechanisms [5][6] - The reliance on device parameters for user tracking in China contrasts with the standardized advertising identifiers used in overseas markets, complicating the effectiveness of traditional strategies [6] - Localizing marketing strategies and forming local teams have become essential for adapting to diverse overseas markets [7] Group 3: Privacy Compliance and Data Sharing - Stricter privacy regulations, such as GDPR and Apple's ATT, have significantly impacted the advertising industry, reducing the traceability of ad campaigns and the precision of audience targeting [11][12] - The industry is moving towards broader cooperation and data sharing among platforms, service providers, and advertisers to enhance targeting precision within compliance frameworks [12] - The need for a balance between privacy protection and effective advertising strategies is becoming a consensus in the industry [12] Group 4: Cost Trends and Advertising Strategies - Despite fluctuations in the gaming market, global buy volume costs are on a steady rise, with the top 100 mobile games in China projected to spend nearly 10 billion in buy volume by mid-2024 [13] - The marginal effectiveness of traditional buy volume strategies is declining, prompting a shift towards a balanced approach between brand and performance advertising [13][14] - The introduction of AI in advertising is seen as a key direction for enhancing efficiency and effectiveness in user acquisition [15][16]

Core Insights - Pixalate released the February 2025 Publisher Trust Index (PTI) for Brazil, highlighting the top websites and mobile apps for programmatic ad quality [1][2] - The PTI provides a comprehensive measurement of quality across various platforms, enhancing transparency in the programmatic advertising ecosystem [2][5] Brazil Website PTI Rankings - The top two websites for programmatic ad quality in Brazil are spotify.com and ebay.com, with globo.com ranking third [1][7] Brazil Mobile PTI Rankings - Among mobile apps, SofaScore (Apple App Store) and Drift Max Pro (Google Play Store) ranked No. 1 [1][8] - Other notable mobile apps include Remini and Subway Surfers for Apple App Store, and Spacer shooter and Yoosee for Google Play Store [8] Data Analysis - Pixalate's data science team analyzed over 38 billion global open programmatic ad impressions across more than 14 million websites and mobile apps in February 2025 [4][5] - The Publisher Trust Indexes cover rankings for over 235 countries across all four global regions: North America, EMEA, APAC, and LATAM [5]