360 Search Ads

Second-tier search engine in China, competing primarily with Baidu

360 Search Ads is the advertising platform for 360 Search (also known as So.com), operated by Qihoo 360 Technology Co. Ltd. Launched in 2012, 360 Search quickly became one of China's top search engines, competing primarily with Baidu. The platform provides search advertising solutions that allow businesses to reach Chinese consumers through keyword-based ads, display advertising, and other search marketing services. As part of Qihoo 360's broader ecosystem, which includes security software, browsers, and mobile applications, 360 Search Ads benefits from significant distribution advantages and user reach across China. 360 Search Ads operates within China's unique digital advertising landscape, offering advertisers access to a substantial user base through the 360 browser and related properties. The platform provides tools for campaign management, keyword bidding, audience targeting, and performance analytics tailored to the Chinese market. While smaller than Baidu in search market share, 360 Search maintains a significant presence in China's search advertising market, particularly appealing to advertisers seeking alternatives or complementary channels to Baidu's dominance. The platform serves as a critical revenue driver for Qihoo 360, which was taken private in 2016 and subsequently relisted on the Shanghai Stock Exchange. 360 Search Ads continues to operate as an integral part of Qihoo 360's advertising business, providing search marketing solutions to Chinese businesses and international companies targeting Chinese consumers.