National digital advertising industrial park pilot kicks off in Putuo

Shanghai (Putuo) National Digital Advertising Industrial Park, the nation's first batch pilot and the only one of its kind in Shanghai, has launched its three-year pilot construction.

The State Administration for Market Regulation recently issued a reply approving the pilot project in Putuo. The milestone elevates Putuo's digital advertising sector to a national strategic stage and serves as a key hub for Shanghai's bid to build itself into an international capital of digital advertising.

The pilot will leverage the industrial park to integrate high-quality upstream and downstream resources. It will carry out pioneering work in digital infrastructure development, talent training bases, brand cultivation and high-level industry events. Authorities will improve support policies and service systems, innovate park operation models, optimize the business environment and guard against industry risks to drive high-quality growth of digital advertising.

The national market regulator will provide ongoing guidance and support policy implementation, while Shanghai's market supervision authorities will conduct regular assessments and summarize replicable practices.

Launched in April 2023, Shanghai International Digital Advertising Park is the first municipal-level digital advertising park in downtown Shanghai. It adopts a multi-zone layout with 4,000 square meters of dedicated public service space. As of June 2026, the park hosts 311 digital advertising and related enterprises, including leading players. It has formed a complete industrial ecosystem covering content marketing, e-commerce integration, MCN influencer operations and data-driven creative services.

From January to May 2026, advertising revenue across Putuo District reached 20.693 billion yuan, a year-on-year increase of 23 percent.

Backed by local computing power, research institutions and universities, the park has attracted major platforms including one of Shanghai's first digital public service stations and the Future Creativity Lab. Putuo has rolled out municipal and district-level support policies, including Shanghai's 12 measures for AI-powered digital advertising, exclusive financing product "Digital Advertising Loan" and Shanghai's first district-level service standards for digital advertising parks. An on-site copyright service station also supports corporate innovation.

The park regularly hosts national events such as the Shanghai International Advertising Festival, CHINA 4A Annual Conference and the BPAA Algorithm Competition, extending its influence across the Yangtze River Delta and nationwide.

Putuo will focus on cutting-edge tracks including AIGC, cross-border digital marketing and livestream commerce. Officials plan to expand workspace, upgrade AI computing platforms and digital cultural innovation hubs. The district will target leading platform enterprises and nurture specialized niche firms, while hosting regular forums to develop industry standards.

Putuo aims to build four hubs centered on digital advertising innovation, standard-setting, resource aggregation and global services. The district will develop a replicable model to fuel high-quality development of the digital advertising industry nationwide.