Tangelo
Tangelo (桔柚科技) is a Beijing-based performance marketing agency and marketing-technology provider serving global and Chinese enterprise brand advertisers as an authorized core agent for JD.com, Tencent, Alibaba, Apple Ads, and Weibo, supported by its proprietary Federal Advertising and LEMON NEXUS BI platforms.
- Company typePrivate
- Founded2017
- HeadquartersBeijing, China
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Tangelo does
Tangelo (桔柚科技 / Beijing Juju Technology Co., Ltd.) is a Beijing-headquartered marketing technology company that operates as both a performance marketing agency and a proprietary software provider for enterprise brand advertisers. Founded in 2017, the company holds authorized core agent status across the dominant Chinese digital advertising platforms — JD.com (JD Heilong, 5 consecutive years 2018-2022), Tencent Ads (KA agent and flagship), Alibaba/Alimama (flagship), Apple Ads (first-batch agent in mainland China since 2021), and Weibo (KA agent) — and serves a roster of more than 15 named enterprise brand advertisers spanning FMCG, beauty, financial services, technology, industrials, pharmaceuticals, and automotive. The company's customer base includes Nestlé, Danone, Kraft Heinz, Kao, HSBC, Laneige, 3M, Nike, NetEase Selection, Mobil, Toyota, Haier, Lenovo, GSK, and Volkswagen, with cumulative platform reach exceeding 400 million active users.
The company's technology stack centers on two proprietary assets. Federal Advertising (联邦广告) is a privacy-preserving ad delivery system built on WeBank's FATE federated learning framework and Google's open-source federated learning code, designed to enable cross-platform audience targeting and AI-driven bidding without raw data movement between platforms. LEMON NEXUS BI is an AI-powered marketing intelligence platform developed and operated by subsidiary Qining Technology (齐宁科技), combining multi-modal AI agents, natural-language query interfaces, generative report production in Word/PDF/PPT, recommendation and anomaly detection, and predictive marketing-mix modeling. Tangelo maintains three offices (Beijing HQ, Shanghai, Shijiazhuang), is privately held with no disclosed external funding, and has used M&A (acquisition of Jiangxing Network, an Alibaba 4-star operator, in 2021) to extend platform-authorization depth.
The revenue model is a mix of three streams: (1) agency commissions on media spend managed across the five authorized platforms, structured as recurring relationships; (2) subscription fees for technology products, primarily the LEMON NEXUS BI platform and Federal Advertising; and (3) marketing strategy and consulting services sold as professional engagements. Go-to-market is direct enterprise sales to brand-owner marketing organizations, supplemented by the company JD Data House ISV and Tencent New Retail strategic-partner designations which embed the company into platform partner ecosystems.
Tangelo firmographics
Firmographics- Name
- Tangelo
- Legal name
- 北京桔柚科技有限公司 (Beijing Juju Technology Co., Ltd.)
- Website
- https://www.tangelo.com.cn
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Tangelo (桔柚科技) is a Beijing-based performance marketing agency and marketing-technology provider serving global and Chinese enterprise brand advertisers as an authorized core agent for JD.com, Tencent, Alibaba, Apple Ads, and Weibo, supported by its proprietary Federal Advertising and LEMON NEXUS BI platforms.
- Ownership category
- akta.pro rank
Tangelo industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (541830), Other Services Related to Advertising (54189)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industries
- Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN), Advertising, Marketing & Customer Personalization (HDAAAGAC), Mobile & App Performance Marketing (UA, App Store Ads) (BPAFACAF)
Keywords
Where Tangelo is headquartered
LocationHeadquarters
- HQ city
- Beijing
- HQ country
- China
- HQ region
- Asia
Offices3 records
Markets served
Tangelo business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Agency Commission Revenue: Revenue generated as core agent for major advertising platforms including JD Heilong, JD Jingzhuntong, Tencent Ads, Alibaba/Alimama, Weibo, and Apple Ads. Earns commissions on advertising spend managed for clients.
- Technology Product Services: Revenue from LEMON NEXUS BI platform and Federal Advertising technology solutions. Subscription or usage-based model for marketing analytics and privacy-preserving advertising services.
- Marketing Strategy Services: Service fees for brand activation, experience activation, demand activation, and people-centric activation solutions. One-stop performance marketing solutions combining media partnerships with data technology.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise BI Platform |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels4 records
Tangelo product offering
Product offeringCore offering
Tangelo provides one-stop performance marketing solutions as a core agent for major Chinese digital advertising platforms (JD, Alibaba, Tencent, Weibo, Apple Ads) and develops proprietary marketing technology products including the LEMON NEXUS AI+BI analytics platform and a Federal Advertising solution based on federated learning and privacy computing. The company serves brand advertisers with integrated digital marketing services covering brand activation, experience activation, demand activation, and people-centric personalization across e-commerce and head media platforms.
Product overview
Tangelo is a marketing technology company offering a portfolio of proprietary products and platform-based advertising services. The core products include LEMON NEXUS (an AI+BI intelligent marketing automation platform) and Federal Advertising (a federated learning and privacy computing-based advertising solution). These are complemented by a suite of advertising platform solutions across JD (Heiling, Jingzhuntong, Jingteng Contract), Alibaba (Tiance, Uni Desk), Tencent, Weibo, Baidu, Kuaishou, Huawei, and Apple Ads. The BI platform and Federal Advertising products are the company's primary proprietary technology offerings, while the remaining products represent specialized agency solutions for major Chinese advertising platforms.
Differentiator
Problem solved
Functional benefit
Brands
- LEMON NEXUS: Digital marketing automation platform combining AI and BI for marketing analytics, insights, and optimization
Products and services
- Federal Advertising (联邦广告) Privacy-preserving advertising solution built on WeBank FATE and Google open-source code. Combines federated learning, privacy computing, and AI intelligent delivery to enable joint modeling across multiple data sources without data leaving domain boundaries, protecting user privacy and commercial privacy while improving marketing effectiveness. For enterprise brand advertisers needing privacy-compliant cross-platform data collaboration.
- LEMON NEXUS Intelligent marketing automation platform combining AI and BI capabilities. Features multi-modal AI Agent for deep marketing analysis, MMM (Marketing Mix Modeling) for ROI optimization, 30+ mainstream marketing platform API integrations, intelligent data governance, visualization dashboards, and natural language interactive queries. For enterprise marketing teams needing unified analytics across multiple advertising platforms.
- E-commerce Media Services (电商媒介) One-stop performance marketing solutions powered by close partnerships with quality e-commerce media platforms including JD.com (Heilong, Jingzhuntong, Jingteng Contract) and Alibaba (Tiance, Uni Desk). For brand advertisers needing integrated e-commerce advertising and traffic acquisition.
- Head Media Services (头部媒介) Marketing services covering head media platforms including Tencent (WeChat, QQ, Tencent News), Weibo, Baidu, Kuaishou, and Huawei for brand marketing and customer acquisition. For brand advertisers seeking reach across China's top digital media ecosystems.
- Apple Ads Services Apple Search Ads agency services helping brands advertise at the top of App Store search results. For brand advertisers and app developers seeking user acquisition through Apple's App Store search advertising platform.
Quantifiable outcome
- 1000亿+ media traffic coverage
- +3 more outcomes
Companies that use Tangelo
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
Tangelo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability8 records
Feature3 records
Tangelo partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and flagship.
- Weibo Advertising (微博)coreWeibo advertising KA agent providing social media marketing solutions on Weibo platform.
- WeBank FATE (微众银行)coreTangelo's Federal Advertising solution is built on WeBank FATE (Federal AI Technology Enabler) open-source framework, enabling privacy-preserving federated learning capabilities for cross-party data collaboration.
- Google (谷歌)coreTangelo's Federal Advertising solution incorporates Google open-source code foundations for implementing privacy computing and federated learning methodologies.
- JD.com Black Dragon Platform (京东黑珑平台)flagshipTangelo has been JD Heilong's core agent for 5 consecutive years (2018-2022), providing integrated digital marketing solutions for major brands and international 4A agencies. The platform covers 4亿+ active users and 1000亿+ media traffic.
- JD.com Jingzhuntong (京东京准通)coreCore agent for JD's digital marketing promotion platform providing精准, 高效 e-commerce marketing solutions leveraging JD's core data and product matrix.
- Tencent Advertising (腾讯广告)flagshipTangelo is Tencent Ads KA (Key Account) agent with access to WeChat (12亿+ MAU), QQ (8亿+ MAU), Tencent News, and other Tencent ecosystem advertising inventory.
- Alibaba/Alimama (阿里妈妈)flagshipCore agent for Alibaba's marketing platform, providing Tianze (天策) and Uni Desk advertising solutions. Acquired 4-star Alimama operator 'Jiangxing Network' in 2021.
- Apple AdscoreFirst batch of Apple Ads agents in China since 2021, managing App Store search advertising for brand clients.
- JD.com New Retail Strategic Partner (腾讯新零售战略合作伙伴)coreTencent new retail strategic partnership established in 2019, enabling integrated online-offline marketing solutions.
- JD Shufang Platform ISV (京东数坊平台认证服务商)coreCertified ISV (Independent Software Vendor) for JD Data Workshop platform since 2019, enabling advanced data analytics integration.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Tangelo competitors and assessment
Company assessmentDirect peers
- BlueFocus Communication Group (蓝色光标): China's largest marketing and advertising services group; competes with Tangelo for the same brand advertiser budgets across digital and e-commerce platforms, and increasingly builds proprietary MarTech products analogous to LEMON NEXUS.
- iClick Interactive Asia Pacific: China- and Asia-focused digital performance marketing and SaaS platform; matches Tangelo's combination of agency services, ad-tech proprietary products, and China-market reach for brand and e-commerce advertisers.
- Miaozhen Systems (秒针系统): Chinese marketing measurement, attribution, and analytics technology provider; directly comparable to LEMON NEXUS on cross-platform marketing data integration and MMM capabilities for Chinese advertisers.
- AdMaster (精硕科技): China's leading marketing attribution and audience measurement SaaS provider; competes directly with LEMON NEXUS on cross-platform measurement, MMM, and privacy-compliant targeting for brand advertisers.
Broad incumbents
- GroupM (WPP) China: Global media investment arm of WPP operating at scale across China; competes for the same multinational brand budgets on JD, Tencent, and Alibaba, but with a much wider portfolio of services and geographic scope.
- Publicis Groupe China: Global advertising holding company with full-service digital and media agency brands (Starcom, Zenith, Performics) operating across China; competes for KA mandates on overlapping platform inventory with Tangelo.
- Omnicom Group China: Global advertising holding company (PHD, OMG, Hearts & Science) with significant China presence; competes with Tangelo for multinational brand-advertiser mandates running through JD/Tencent/Alibaba.
- Dentsu Aegis Network China: Global media and digital advertising network with strong China footprint (Carat, iProspect, dentsu X); competes for the same KA advertiser budgets and increasingly bundles proprietary ad-tech offerings.
- Accenture Song China (formerly known as Accenture Interactive): Global experience and marketing services arm of Accenture; an emerging consultancy-grade incumbent competing for the same brand transformation and MarTech mandates as Tangelo in China.
Emerging players
- AppGrowing / DataEye (数字硅谷): China-focused mobile and app performance-marketing analytics platform; competes with Tangelo's Apple Ads services and LEMON NEXUS for app and game advertiser mandates requiring UA analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Tangelo social profiles
Digital presenceTangelo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tangelo leadership team
Management profileNumber of profiles
Tangelo subsidiaries and ownership
Company hierarchySubsidiaries2 records
Tangelo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tangelo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tangelo
What does Tangelo do?
Tangelo provides one-stop performance marketing solutions as a core agent for major Chinese digital advertising platforms (JD, Alibaba, Tencent, Weibo, Apple Ads) and develops proprietary marketing technology products including the LEMON NEXUS AI+BI analytics platform and a Federal Advertising solution based on federated learning and privacy computing. The company serves brand advertisers with integrated digital marketing services covering brand activation, experience activation, demand activation, and people-centric personalization across e-commerce and head media platforms.
Is Tangelo a public or private company?
Tangelo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tangelo founded?
Tangelo was founded in 2017. It employs 51 to 100 people.
Where is Tangelo based?
Tangelo is headquartered in Beijing, China, in the Asia region.
How does Tangelo make money?
Three revenue lines are on record. Agency Commission Revenue is the primary driver. The others are technology Product Services and marketing Strategy Services.
Who are Tangelo's main competitors?
Direct peers on record are BlueFocus Communication Group (蓝色光标), iClick Interactive Asia Pacific, Miaozhen Systems (秒针系统) and AdMaster (精硕科技). Broad incumbents are GroupM (WPP) China, Publicis Groupe China, Omnicom Group China, Dentsu Aegis Network China and Accenture Song China (formerly known as Accenture Interactive). AppGrowing / DataEye (数字硅谷) is listed as an emerging player.
Does Tangelo have an API?
No public API is recorded for Tangelo.
What industry is Tangelo in?
Tangelo's product category is Digital Marketing Services. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of MPAAABAN, Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services. Its NAICS code is 54181 and its SIC code is 7311.