BusinessForum China 6|09 29 With over 300 million users, the internet in China is a media that no one can afford to neglect. By extension, internet advertising is a tactic no brand can afford to ignore, especially as the internet has become the “top information source for high impact users”1. These users are defined as those aged 25-40, with junior college education or higher, and a monthly income of USD 300 or more. To ensure maximum engagement with this demographic, brands and advertisers need to pay more attention to a highly-effective ad channel: behavioural targeting.