GroupM collaborates with China's digital giants to build competitive edge

MUMBAI: GroupM’s programmatic media and technology platform Xaxis has inked a partnership with China’s digital and data giants like Youku Tudou, Tencent, iQiyi, Sina Weibo, UnionPay Smart and Xiaomi, at the 2015 GroupM Digital Momentum Forging Your Competitive Edge Conference.

This partnership will enable access to a higher amount of premium inventory via programmatic buying and unlocks access to data across these platforms via Turbine, Xaxis’ evolutionary data management platform (DMP) managed by GroupM. Through this partnership, these parties endeavour to bring more accurate targeting and greater reach for advertisers, while building up industry standards in the market.

The GroupM China conference attracted and inspired representatives from China’s top brands, media owners, and agencies with keynote speeches and panel discussions covering major digital marketing topics. Programmatic buying was the key focus of this event, providing actionable takeaways for attendees to plan smarter and more effective digital campaigns.

Internet advertising runs on data, making the DMP a core component in the value chain. The more anonymous data one possesses about users, the more efficient one can be at buying advertising to reach them. In recent years, GroupM has been investing in its data, and data driven products and services, to remain at the forefront of digital marketing trends. Particularly, in the megatrend of data-driven programmatic buying – the market is forecasted to reach RMB 18.76 billion in 2016 (Eguan Analysis), and to provide advertisers with better products and technology. 

GroupM China CEO Patrick Xu said, “The huge opportunities lie in predicting your target audiences’ next moves based on similar users’ past history, and which content consumption pattern will trigger action from your consumer. The partnership will help us better understand users and reach out to them better. More importantly, these parties will come together to develop an industry standard to ensure its rapid and healthy development. We are eager to further develop our partnerships with more media and data sources within China.”

Xaxis is the world’s largest programmatic media and technology platform. Turbine, a milestone in the evolution of data management platforms, is designed to provide advanced real-time audience segmentation capabilities and look-alike modeling, to complement Xaxis’ product offerings. Turbine enables Xaxis to create more accurate and unique audience portraits to better connect advertisers with their target audiences across its roster of premium publishers. By creating better connections for advertisers with their audiences on these publishers, Xaxis creates and sustains demand for the inventory.

Xaxis China managing director Mickey Zhang added, “Xaxis is proud to partner with these big digital companies in China. Programmatic buying provides sought-after premium inventory, especially premium online video inventory, in a more efficient way through greater audience intelligence. This partnership strengthens that intelligence, enabling us to provide enhanced campaign performance and efficiency. With that, we can empower our advertisers to make increasingly well-informed data-driven programmatic buying decisions in real time.”

Xaxis is eager to further develop its partnerships with more media and data sources within China.

GroupM Asia-Pacific CEO Mark Patterson said, “Our next phase is about partnerships, both outside and inside of WPP’s network. For example, GroupM is working increasingly closely with WPP’s research, data and insights companies in Kantar in a number of areas to amplify each other’s strengths and create new opportunities, products and services for our clients in China (and around the region and world) around our common DNA of data, insights and the consumer.”

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