Because of their experience and success in the China market, they are unlikely to accept advertising defined in such narrow terms.

FORBES: Learning From China's Online Advertisers

In the West, and especially the U.S., online advertising has been narrowly defined as display (banner) and search advertising.

FORBES: Learning From China's Online Advertisers

The first is the shift from traditional advertising, like TV commercials and magazine ads, to digital advertising where results are more measurable and accountability is more easily defined.

FORBES: Double-Dip Recession? Advertising Stocks Say So