Tencent Advertising’s AI‑Powered Technical Upgrades for Efficient Marketing

At the 2022 Tencent Smart Marketing Summit, Tencent Advertising Vice President Jiang Jie shared how the company leverages technology to explore new growth pathways with advertisers.

He outlined that amid a declining internet advertising market (‑2.3% YoY H1 2022), advertisers focus more on cost‑effectiveness, making technological upgrades essential for improving volume, cost, and stability.

Tencent Advertising built its upgrades on the TaiJi machine‑learning platform, training two large models: the Hunyuan AI large model and the Advertising large model.

The Hunyuan AI model excels in cross‑modal retrieval, winning multiple international benchmarks, enhancing ad understanding and recommendation accuracy while providing creative generation capabilities.

The Advertising large model concentrates computing power on fine‑grained ranking models, achieving trillion‑parameter inference and over 10 billion floating‑point operations per second, boosting real‑time precision and stability of ad delivery.

Together these upgrades drive the three core metrics—volume, cost, and stability—to help advertisers break through traffic bottlenecks and achieve efficient business growth.

Case studies illustrate the impact: a biotech brand improved transaction efficiency, achieving double‑digit revenue and profit growth; Runbaiyan saw a 15% conversion lift, 25.43% volume increase, and 43.68% reduction in wasted spend after adopting source‑tracking, industry deep‑dive, and link‑deep‑cultivation strategies.

In the network services sector, shifting the optimization target from registration to key behaviors cut model‑online time from two months to seven days and boosted buyer‑side ROI by 20% with higher bids and eCPM.

For new‑energy vehicles, a phased cold‑start strategy, intent‑form bidding, and city‑level optimization yielded a 78.22% volume rate, 78.49% achievement rate, and a CTR of 2.02%, surpassing industry averages.

Tencent Advertising also emphasizes linking public and private domains through its marketing cloud, which integrates seven platform products to provide full‑link, intelligent digital‑marketing services for refined operations across Tencent’s ecosystem.

Looking ahead, the company aims to further solve the “search‑ad‑push” challenge and deepen the systematization and intelligence of contract and bidding models to help advertisers thrive in the full‑domain ecosystem.