Tencent Extends Smart Data Capability to Dentsu Aegis Network, the First Collaboration to Develop Big Data Ecosystem in China

18 Dec, 2015, 10:00 ET from Tencent

SHANGHAI, Dec. 18, 2015 /PRNewswire/ -- Tencent Online Media Group (OMG) announced today it 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.

Dentsu Aegis Network brands will be able to leverage Tencent's data to improve Data Management Platform, facilitate programmatic buying, as well as the ability to analyze 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."

About Tencent
Tencent uses technology to enrich the lives of Internet users. Every day, hundreds of millions of people communicate, share experiences, consume information and seek entertainment through our integrated platforms. Tencent's diversified services include QQ, Weixin/ WeChat for communications; Qzone for social networking; QQ Game Platform for online games; QQ.com and Tencent News for information and Tencent Video for video content.

Tencent was founded in Shenzhen in 1998 and went public on the Main Board of the Hong Kong Stock Exchange in 2004. The Company is one of the constituent stocks of the Hang Seng Index. Tencent seeks to evolve with the Internet by investing in innovation, providing a hospitable environment for partners, and staying close to users.

About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of nine global network brands - Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 123 countries worldwide with over 27,000 dedicated specialists. www.dentsuaegisnetwork.com

About Amplifi
Amplifi is the media investment arm of Dentsu Aegis Network. Its goal is to deliver a demonstrable uplift in media performance across TV, Print, Digital and Radio on a global basis. Amplifi operates across four distinct areas of specialisation: Investment, Global Media Partnerships, Programmatic buying (AMNET) and Content. Amplifi uses the opportunities presented by convergence and globalisation to deliver a value proposition that works for clients and media owners.

Photo - http://photos.prnewswire.com/prnh/20151218/297197

 

SOURCE Tencent



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