Chinese advertising platforms are making inroads overseas

Chinese advertising platforms such as Mintegral and TikTok for Business are gaining influence overseas, as more Chinese companies make progress in going global, according to the latest report released by mobile analytics firm AppsFlyer.

AppsFlyer said Chinese company Mintegral advanced meaningfully across Android categories, and TikTok for Business posted gains across multiple areas in the 2025 edition of its Performance Index, which ranks the top media sources in mobile advertising.

Based on global data from 16.2 billion installs from over 39,000 apps and 9.6 billion remarketing conversions, the latest index reflects a mobile ecosystem shaped by sharpening competition and a more concentrated distribution of ad spend across leading platforms, AppsFlyer said.

Wang Wei, general manager of AppsFlyer Greater China, said the e-commerce marketing environment in 2025 faces unprecedented complexity. Macroeconomic and policy shifts are causing ad budgets to flow rapidly across regions, while rising user acquisition costs compel brands to rely more on re-marketing and cross-platform conversions for long-term value.

According to AppsFlyer, Chinese mobile internet companies are transitioning from rapid expansion to a phase of refined operations in global markets.