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Siemens plunges into Chinese market with a bang
MUMBAI: China sure seems to be in the limelight these days as all major international companies are eyeing the market there. Leading mobile company Siemens has planned to invest $1.2 billion in China over the next few years as part of an agenda in which the company will double the number of regional offices from the current 28 to 60 in order to ensure a presence in all of the country’s provinces.
Part of the investment will go to a new headquarters in Beijing, while the remainder will mostly be used to expand Siemens’ various business subsidiaries and to beef up its research and manufacturing facilities in the country, the company said.
In addition to this, Siemens also plans to boost the production of mobile handsets at its Shanghai plant from 14 million to 20 million units annually. Also notable is the fact that Siemens had appointed local handset manufacturer Ningbo Bird as the main distributor of its phones in China earlier this month and the two companies also agreed to jointly develop products for domestic and international markets.
A media report stated that beyond its cell phone division, the German engineering conglomerate said other business units specialising in areas such as power generation, transportation, lighting and medical systems, will also be strengthened in China.
Siemens CEO Heinrich von Pierer was quoted in a media report saying that the billion-dollar boost is designed to lift the company’s sales in China from $4.8 billion last year to $9.6 billion in the near future.
Announcing Siemens’ new plan for China operations, Pierer was quoted in a media report saying that the next year Siemens’ purchase in China would top five billion euro. Of the one billion euro investment, 100 million will be used to build a 30-storied mansion in Beijing as the company’s China headquarters, which is also the company’s biggest real estate project in the world. Research and development would also be the priority of Siemens’ investment in China, said Ernst Behrens, president of Siemens China said the media report.
So far Siemens has established 45 joint ventures in China, involving a total of 5.4 billion Yuan (651 million dollars). Its operations include information and telecommunications, automation, electricity, traffic, medicine, lighting and home appliances.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
