Beijing, March 14, 2025 — The China Advertising Association (CAA) held a press conference yesterday to announce the results of the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment.” YOYI TECH, a leading MarTech service provider, has become the first company in China to pass this authoritative assessment, earning a certification from the CAA. The certification ceremony was attended by Huo Yan, Deputy Secretary-General of the CAA and Secretary-General of the CDA Tech Lab, Cui Yan, Director of the Technical Standards Department and Deputy Secretary-General of the CDA Tech Lab, and Cai Fang, COO of YOYI TECH. During the event, the parties engaged in in-depth discussions on the current demands and compliance requirements of the digital advertising market. Deputy Secretary-General Huo Yan presented the certification to YOYI TECH.
Ms. Huo Yan (right), Deputy Secretary-General of China Advertising Association & Secretary-General of its Internet Advertising Committee, presents an official certification to Ms. Cai Fang (left), Chief Operating Officer of YOYI TECH , during the accreditation ceremony
The development of this assessment system was driven by the industry’s evolving needs. With the rapid growth of Internet advertising, Demand-Side Platforms (DSPs) have become central to advertising. To further standardize industry self-regulation and promote collaborative growth, the CAA and the CDA Tech Lab jointly established the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment” group standard. In July 2024, after receiving requests from brand owners, media platforms, and other stakeholders for greater transparency and standardization in DSP technology, the CAA initiated the development of an assessment system. By August, a cross-disciplinary expert working group was formed, comprising representatives from major brand advertisers, mainstream media platforms, third-party service providers, and authoritative auditing firms. After several rounds of expert interviews, draft revisions, and in-person review sessions, the CAA finalized the assessment system. The evaluation process included systematic research, technical testing, scenario simulations, and a rigorous review process covering basic qualifications, performance screening, expert re-evaluation, and final institutional review. This comprehensive approach ensured a thorough examination of key performance indicators for participating companies, leading to the final assessment results.
The assessment aims to optimize ad traffic and enhance transaction transparency through comprehensive and objective evaluation, thereby creating a favorable development environment for DSP platforms and providing reliable monitoring and evaluation benchmarks for advertisers. This, in turn, promotes the steady growth of the Internet advertising industry in China. YOYI TECH, among the selected companies to participate, underwent nearly six months of rigorous evaluation and emerged as the first to pass the assessment. YOYI TECH’s OneDesk Advertising Cloud Platform met the industry standards in five key dimensions: security capabilities, technical capabilities, data capabilities, traffic quality, and ad effectiveness, setting a benchmark for transparency and measurability in the Internet advertising ecosystem.
As a pioneer in AI omnichannel marketing, YOYI TECH is committed to providing advertisers with efficient and precise ad release, data monitoring, strategy optimization, and performance analysis through its comprehensive suite of technical products and services. During the assessment, YOYI TECH demonstrated exceptional performance in security, technical capabilities, data management, traffic quality, and ad effectiveness.
1. Security, Technical, and Data Capabilities Review
Security is a fundamental requirement for internet software and platforms. YOYI TECH holds multiple security certifications, including ones from Classified Protection of Cybersecurity and Authentication of Information Security Management System. The company employs advanced technical measures to ensure communication security for all system partners and users, safeguard system integration, and implement full life-cycle data security management, thereby protecting advertisers’ information security.
Platform functionality is a key indicator of a DSP’s technical capabilities. YOYI TECH’s OneDesk Advertising Cloud Platform offers a comprehensive and specialized set of features, including budget control, creative setup, process management, frequency capping, and performance analysis. Additionally, the platform supports personalized media orders and ad placement for clients. With high QPS capacity and exceptional ad response speeds, OneDesk enables YOYI TECH to deliver more precise and efficient advertising services.
Data capabilities are the core driver of a DSP. YOYI TECH’s OneDesk Advertising Cloud Platform boasts a rich array of tags, covering over 2 billion active device IDs, and supports advanced features such as KPI estimation and dynamic bidding. The platform also offers a wide range of targeting options, including IP, platform, placement, audience, time slot, and even weather-based targeting, providing advertisers with flexible and diverse advertising choices.
2. Traffic Quality Evaluation
Beyond platform capabilities, advertisers are highly concerned with traffic quality and ad effectiveness. YOYI TECH manages a traffic volume exceeding 10 billion, spanning PC, Mobile, OTT, DOOH, and other terminal types and operating systems. To ensure traffic quality, OneDesk Advertising Cloud integrates with industry third parties to provide compliant monitoring methods, ensuring the authenticity and effectiveness of traffic.
In addition, YOYI TECH has established a multi-dimensional defense mechanism for traffic anti-fraud:
- Intelligent Traffic Anti-Fraud System: Through its self-developed “YOYI Ad Fraud Prevention System” and “YOYI Intelligent IVT Analysis Platform,” YOYI TECH has built a technical barrier for real-time monitoring, identification, and interception of abnormal traffic.
- Dual Invalid Traffic Filtering System: The platform improves the filtering of General Invalid Traffic (GIVT) at the engine levelwhile cross-verifying with the CAA’s official GIVT database for dual-layer filtering.
- Dynamic UA Blacklist Management: Strictly adhering to the CAA’s IP/UA identification rules, YOYI TECH has implemented a dynamic, real-time blacklist management system.
These three technical modules work in synergy to create a secure, transparent, and measurable advertising environment for advertisers.
3. Ad Effectiveness Verification
Advertisers place the highest priority on the authenticity and visibility of ad effectiveness. YOYI TECH publicly and firmly supports the IAB China versions of ads.txt/app-ads.txt and sellers.json standards. Through the CAA, YOYI TECH has completed the registration of authorized ad inventory records and the evaluation of actual ad delivery volumes, providing advertisers with a clearer and more transparent advertising process and advancing the transparency of ad transactions. Furthermore, YOYI TECH continuously iterates its platform algorithms to help advertisers optimize pre- and post-campaign metrics, improving ad effectiveness. The company also maintains long-term collaborations with third-party effectiveness verification agencies to ensure advertisers receive tangible returns.
After a rigorous review by the CAA, YOYI TECH successfully passed the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment,” becoming the first company to receive this certification under the new standard system. This achievement highlights the industry association’s recognition of YOYI TECH’s product capabilities and represents a major step forward for the transparency, sustainability, and overall health of China’s Internet advertising industry.
For YOYI TECH, passing this assessment is just the beginning of its commitment to enhancing industry transparency and fostering a healthy ecosystem. Moving forward, YOYI TECH will continue to innovate and optimize its products and services, providing advertisers with more efficient, precise, and intelligent marketing solutions, and driving the sustainable and high-speed development of the Internet advertising industry.
Source of featured image: Photo by Jakob Owens on Unsplash