The announcement was made yesterday in Shanghai at GroupM's 'Digital Momentum: Forging Your Competitive Edge' conference.
According to Xaxis, the partnership will enable access to a higher amount of premium inventory via programmatic buying through Turbine, Xaxis’ data management platform (DMP), managed by GroupM.
Programmatic adspend in China is forecast to reach RMB 18.76 billion (US$2.94 billion) in 2016 (Eguan Analysis).
“The huge opportunities lie in predicting your target audiences’ next moves based on similar users’ past history, and which content-consumption pattern will trigger action from your consumer,” said Patrick Xu, CEO of GroupM China. “We are eager to further develop our partnerships with more media and data sources within China.”
John Dao, general manager of Channel Department for the Online Media Group of Tencent, said at the conference that the partnership hopes to provide brands with “diversified marketing solutions to deliver the right message, to the right people”.
Kelvin Long, co-founder and chief technology officer of UnionPay Smart, commented on the importance of privacy when performing data analysis. “In the era of big data, protecting users' personal information and privacy is a precondition,” he said.
“We pay great importance to user behavior analysis and cross-channel data integration, and hope to align with Xaxis’ data and programmatic buying technology, to provide our users better personalized experience,” he added.
The Programmatic Landscape in Asia - Trailer