Jenny Chan 陳詠欣
Apr 8, 2015

VivaKi integrates anonymised Tencent data into its DMP

SHANGHAI – VivaKi has partnered with Tencent in the field of data management platform (DMP) solutions in an agreement that will allow the two companies to jointly develop big data analytics for cross-screen marketing.

VivaKi integrates anonymised Tencent data into its DMP

With the goal of improving the effectiveness of branding and performance marketing, the agreement also provides an exploratory framework for future collaboration between the two by leveraging both sides’ resources in data management and data application.

According to Sidney Song, VivaKi’s general manager of data solutions, the absence of a single view of fragmented data makes understanding users and target audiences the biggest challenge for advertisers in terms of generating valuable insights for effective media planning.

Tencent will share its pool of data, collected from numerous internal sources, with VivaKi's DMP, which Song believed will resolve the above problem. The agreement will ultimately benefit all the clients who work with Publicis Groupe agencies in China, in particular those of Starcom Mediavest Group (SMG) and ZenithOptimedia.  

ZenithOptimedia China CEO Mykim Chikli added that programmatic buying has been established for many years in the US and Europe markets, in part due to close cooperation with key media publishers.

This partnership with Tencent is a “huge step forward” for China's programmatic progress, she said.

SMG China and Tencent joined forces last year in a separate strategic partnership that gives SMG clients preferred access to Tencent's offerings.


Related Articles

Just Published

2 days ago

Tech Bites: Week of September 26, 2022

News from McLaren Racing, IAB Australia, CNN and more.

2 days ago

Campaign Creation Stories: How retailer Bananain ...

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

2 days ago

Harnessing the power of SPO for programmatic campaigns

As more brand advertising spend flows into the programmatic ecosystem, players on both sides of the industry are beginning to rebel against complexity and demand transparency and efficiency across the supply chain.

2 days ago

Women to Watch 2022: Elayne Gan, Dow Jones

Recording incredible growth in the pandemic is no mean feat, and Gan boasts a massive 60% revenue growth since taking over the head of sales role in 2019.