This May brought the launch of Reach- Max, a Chinese programmatic buying platform designed specifically for Nestlé. Behind the new trading desk is a business partnership between Mindshare, part of WPP’s GroupM, and Miaozhen Systems DMP.
The business of programmatic buying is experiencing rapid growth in the Chinese market. While that presents opportunity, it also brings challenges. Brand owners now face a dynamic of needing to find a point of equilibrium between reaching the right audiences and economically securing publisher’s premium inventory. Nestlé, one of the world’s most-renowned FMCG brands, was no exception and had to grapple with the same issue in China.
To overcome the challenge, the company allied itself with Mindshare and Miaozhen Systems to build the first platform in China that allows mainstream video publishers to conduct programmatic trading of their premium inventory.
Programmatic buying is still largely a foreign concept to many brand advertisers in China. Most express concerns about ensuring access to premium inventory, maintaining brand index optimisation and ensuring brand safety. The alliance between Nestle, Mindshare and Miaozhen DMP opens a new chapter for Chinese programmatic buying that answers these concerns.
As the industry continues to evolve, Miaozhen plans progressive improvements to its enterprise big data application process; to continue bringing brand advertisers new measures for ad-buying; website tracking; data-asset accumulation and DMP deployment. At the same time, Miaozhen will continue to introduce high quality external data sources, big-databased customer profiles and other advances. This is in a bid to make truly targeted advertising in China a reality and an efficient process, thereby maximising the value of online advertising.
As a leading Chinese third-party, marketing technology company, Miaozhen DMP has achieved many firsts in the industry. Its first-party DMP has become an effective data solution that provides targeted advertising and incorporates data security.
Aided by strong technical performance, programmatic insight and grounded in business experience, Miaozhen DMP has secured the technical execution of the Mindshare-Nestlé project. The result is a positive development for Chinese programmatic buying as a whole.