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.

Tags

Related Articles

Just Published

17 hours ago

40 Under 40 2022: Mo Moubayed, Veridooh

He entered the media industry and founded Veridooh to revolutionise out-of-home advertising, advocating for it to be more people-, data- and environment-centric.

18 hours ago

Move and win roundup: Week of January 30, 2023

Kickstart your week with news of people moves from Ogilvy Indonesia, Grab, Kantar, SevenRooms and more, in our weekly roundup.

19 hours ago

ChatGPT in advertising: Will clients pay the same ...

ChatGPT is being hailed as the future of digital advertising, but experts warn that it may be an overstatement at this stage. How should agencies and their clients approach ChatGPT?

1 day ago

Global CCO Alex Lopez to leave McCann as Harjot ...

Changes announced by Daryl Lee.