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| Source: Tencent. From left: Chang and Xu at the signing ceremony. |
Tencent Online Media Group (OMG) has partnered with GroupM, a global media investment management group, for joint data development. The partnership will enable GroupM to access Tencent's big data network and result in more accurate targeting and greater reach for advertisers.
The partnership mainly focus on the field of programmatic buying, data insight, marketing invention and efficiency. Turbine, Xaxis' evolutionary data management platform (DMP), as well as client DMP managed by GroupM will also benefit from the data partnership via better cross-device audience identification and integration to improve media planning, buying and operation efficiency.
Tencent OMG has been investing to its data capabilities and introducing a variety of data services in China. OMG's smart data makes a more accurate portrait of the target population possible through intelligent algorithms, and creates the ability to connect companies' customer relationship management (CRM) data with the Tencent smart data user database, featuring data such as population attributes, social attributes, and content preferences. The insights from analysis are expected to enable accurate targeting and thereby expand the customer base.
Patrick Xu, CEO of GroupM China said, "Smarter data insights make media planning more effective. This partnership will enhance the two parties' capabilities of data synchronisation and application, as well as consumer and industry insights to further drive innovation. This in turn will benefit all of our clients and encourage a more open data ecosystem in the industry."
"Tencent OMG smart data strictly follows industry standards and opens only professional data models without compromising user privacy," said Steven Chang, Corporate VP, Tencent. "The partnership between Tencent and GroupM is a huge step forward for the programmatic market in China. We are eager to further develop our partnerships with more media and creative agencies."
Interested?
Read the TechTrade Asia blog post about Tencent's partnership with Dentsu Aegis Network
Tencent OMG has been investing to its data capabilities and introducing a variety of data services in China. OMG's smart data makes a more accurate portrait of the target population possible through intelligent algorithms, and creates the ability to connect companies' customer relationship management (CRM) data with the Tencent smart data user database, featuring data such as population attributes, social attributes, and content preferences. The insights from analysis are expected to enable accurate targeting and thereby expand the customer base.
Patrick Xu, CEO of GroupM China said, "Smarter data insights make media planning more effective. This partnership will enhance the two parties' capabilities of data synchronisation and application, as well as consumer and industry insights to further drive innovation. This in turn will benefit all of our clients and encourage a more open data ecosystem in the industry."
"Tencent OMG smart data strictly follows industry standards and opens only professional data models without compromising user privacy," said Steven Chang, Corporate VP, Tencent. "The partnership between Tencent and GroupM is a huge step forward for the programmatic market in China. We are eager to further develop our partnerships with more media and creative agencies."
Interested?
Read the TechTrade Asia blog post about Tencent's partnership with Dentsu Aegis Network
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