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Dentsu Aegis and Tencent strike big data deal

Media agency Dentsu Aegis Network has struck an alliance with Chinese media giant Tencent to find new ways to use data for programmatic buying and evaluating ad spend.

DAN Tencent data deal

Tencent’s Steven Chang and DAN’s Tsuyoshi Suganami

The announcement:

Tencent, China’s leading internet company, today formed a strategic partnership with Dentsu Aegis Network to allow joint access to its smart data and establish an integrated big data ecosystem in China, by bringing together disparate data islands.

Network brands will be able to leverage Tencent’s data to improve Data Management Platform, facilitate programmatic buying, e as well as the ability to analyse consumers’ brand experience and attitudes that will guide advertising spend.

“Dentsu Aegis’ global expertise and ability to connect brands and people, together with Tencent’s smart data solution, will help brands make more accurate and powerful advertising decisions to improve the effectiveness of brand and performance marketing,” Nobuaki Kyushima, Dentsu Aegis Network China COO said.

“In the past, some companies built their own large data assets without considering that such platforms are actually isolated from each other. In addition, these companies did not have clear models for data application,” said Steven Chang, Corporate Vice President, Tencent. “We are delighted to be able to collaborate with Dentsu Aegis in building an integrated data ecosystem that allows advertisers to more effectively reach their target audience, while setting industry standards and best practices for the markets,” he added.

Tencent has invested heavily in its data capabilities and introduced a variety of data services to the market in China. It provides a full-volume rather than sample-type data access for comprehensive consumer insight, enabling advertisers to adjust their advertising campaigns through real-time monitoring of advertising impact. In addition, Tencent helps companies analyze user consumption behaviour and track the decision-making cycle to facilitate highly accurate targeting, multidimensional data analysis and management across media, terminals, platforms and contexts.

President of Amplifi China & CEO of Dentsu Media Greater China Tsuyoshi Suganami said: “Tencent has a clear advantage in its technological capabilities especially on big data development. We are proud to partner with Tencent so that we can improve and enrich our data, drive innovation, and empower our advertisers to make increasingly well-informed data-driven programmatic buying decisions in real time.”

Under the cooperation framework, brands under Dentsu Aegis Network such as Isobar, Carat, &C and Amnet will leverage Tencent data to offer diversified data solutions and deeper consumer insights. Meg Chen, Head of Global Media Partnership, Amplifi China added: “We’ve worked closely with Tencent on some successful projects such as Mondelez, Carat and Tencent Joint Business Plan. Today’s comprehensive data partnership unveils a new chapter of our collaboration.”

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