Dentsu Aegis and UnionPay forge ‘unprecedented’ big data deal, plan co-creation of ad tech platforms in China

Isobar logoUnion Pay Smart logoDentsu Aegis Network has struck a deal with UnionPay Smart, the big data arm of the Chinese financial services giant, to offer clients better data-driven targeting.

The two companies also plan to co-create a data management platform and demand-side platform.

The deal combines UnionPay Smart’s big data analytics with Dentsu Aegis’ advertising and user browsing behavioural insights.

It is the first such deal that combines financial, advertising and marketing communications data, according to the agency.

The deal is the result of a year-long working relationship between UnionPay and Isobar, a Dentsu Aegis digital agency.

The two companies are to set up a data management platform that matches UnionPay Smart consumer portraits with browsing and search data shared by publishers.

They also plan to co-develop a demand-side platform (DSP) for programmatic buying. The DSP will use online and offline behavioural data to improve audience targeting.

Kelvin Long, co-founder and chief technology officer of UnionPay Smart called the partnership “unprecedented.”

“It’s the first time we have collaborated with a market leader in advertising that has crossover connection of big data solution at its’ core. Big data is the future of marketing, but it cannot be achieved without massive real data, cutting-edge data mining technology and expertise in data analytics,” he said.

Jane Lin-Baden, CEO of Isobar China Group, added: “The data solution with UnionPay Smart is able to meet the needs of brand commerce, incorporating brand experiences with purchasing decision making, in order to identify consumer motives more precisely in the last mile. This is a significant milestone for Isobar China Group.”


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