"There is demand from Chinese advertisers to reach out to US consumers and this is the way how Facebook can cash in on the Chinese market," said Huang. The chief technology officer of iPinYou had in October along with a team of Chinese advertisers held talks with Facebook officials on possible avenues for cooperation.
An e-mail sent to Facebook for more information went unanswered.
There are a large number of Chinese exporters that want to reach international customers, and most of them now use Google to place advertisements, said Hong Bo, a Beijing-based IT analyst and founder of consultancy firm IT5G.
"The most widely-used way for these exporters is to buy keywords on Google because keyword searching is the most directly linked measure of consumers" willingness to buy," he said, adding that Facebook is exploring ways to improve the effectiveness of social advertisements.
Facebook launched its RTB service in the US and Europe in September, a move to make it easier for users to focus on advertisements relevant to them, compared with traditional display advertisements.