AdChina CTO Cheng Huayi promoted to president

The personnel change embodies the essence of AdChina's technology-driven product focus, according to its chief executive officer Yan Fang Jun.

Cheng is one of AdChina's founding members. Prior to joining in 2007, he was principal engineer for eBay’s application protocol interface and PayPal’s billing system in the United States. He is experienced in internet product design and development, as well as operations management of large technology systems.

Cheng will now be responsible for not only the internal operations of AdChina, including supporting implementation and selling of advertising products to marketers and media agencies, but also the managing the agency's technology platforms by improving automation and maximising efficiency.

AdChina’s technology platform comprises software that automatically delivers targeted advertisements to websites or mobile apps. The core component of the platform, the AdManager system, developed by Cheng, tracks available advertising space from publishers, processes orders from advertisers, analyses audience data and matches advertisements to the target audience almost instantaneously.

Cheng has a bachelor of science degree in computer science and technology from Tsinghua University in China and a master of science degree in computer science from Georgia Institute of Technology.