Tencent Online Media Group said it will partner with GroupM, a leading global media investment management group, for joint data development.
This partnership will enable GroupM to access Tencent´s big data network. Through this partnership, the two parties will be able to provide more accurate targeting and greater reach for advertisers, while building new industry standards in the market.
The partnership will 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 crates the ability to connect companies´ CRM data with the Tencent smart data user database (population attributes, social attributes, content preferences, hobbies, etc.), thus enabling accurate targeting and thereby expand the customer base.
Tencent was founded in Shenzhen in 1998. It invests in innovation, providing a hospitable environment for partners.
GroupM is a global media investment management company serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, and Maxus, each global operations in their own right with leading market positions, as well as the parent to Xaxis, the leading programmatic media and technology platform.