Microsoft Advertising and Media.Monks in two separate announcements have strengthened positions in China to support advertising, marketing and advanced services. In most cases the services are supported by artificial intelligence (AI).

Microsoft Advertising and InMobi on Tuesday publicly announced the expansion of its partnership that brings services into Mainland China. The two companies have been working together since 2018. Microsoft entered the Chinese marketing in 1992. It’s advertising platform began supporting companies in the region since 2010.

Microsoft Advertising competes in the region with China’s largest search and technology company, Baidu, which also integrates AI into all its advertising and cloud services platforms and tools.

Media.Monks China, the operating brand of S4 Capital plc, announced a partner with Baidu on Tuesday that will take its offerings past traditional search engine advertising, marketing and programmatic display and into integrated marketing and targeting that include ad technology powered by AI.

The Data and Digital Media team (DDM.monks) specializes in managed media and brand marketing through paid search, paid social, programmatic display and data. The agency will assist clients navigate the complexities of digital marketing in China.

This new partnership with Baidu broadens Media.Monks China's offering. In the future, Media.Monks and Baidu will collaborate in other projects to offering a variety of services for a range of unidentified brands.

In September Baidu debuted QingGe, a marketing platform based on artificial intelligence (AI) that the company says improves ad conversion rates by 20% through automation and prompts developed through natural language.

Reducing time through automation is a benefit that advertisers have heard a lot in the past year. QingGe has the ability to customize marketing assets and optimize ad targeting strategy all through AI. Early adopters participating in the beta test say ad conversion rates have increased by up to 20%, according to Baidu.