Tencent Online Media Group (OMG) announces today that 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 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.
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 synchronization 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 vice president, 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.”
Tencent uses technology to enrich the lives of Internet users. Every day, hundreds of millions of people communicate, share experiences, consume information and seek entertainment through our integrated platforms. Tencent’s diversified services include QQ, Weixin/ WeChat for communications; Qzone for social networking; QQ Game Platform for online games; QQ.com and Tencent News for information and Tencent Video for video content.
Tencent was founded in Shenzhen in 1998 and went public on the Main Board of the Hong Kong Stock Exchange in 2004. The Company is one of the constituent stocks of the Hang Seng Index. Tencent seeks to evolve with the Internet by investing in innovation, providing a hospitable environment for partners, and staying close to users.
GroupM is the leading 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. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people.