Chinese digital behemoth Tencent, the parent business of messaging platforms such as QQ and WeChat, is joining forces with Dentsu Aegis to bring together disparate data into one ‘big data ecosystem’ in China.
The partnership is the result of Tencent giving Dentsu Aegis access to its smart data, allowing programmatic buying, plus better analysis and optimisation of consumers' ad interactions via data management platforms (DMP).
Steven Chang, corporate vice president, Tencent, 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.”
The deal will allow entities within the Dentsu Aegis Network, such as Isobar, Carat and Amnet, to use Tencent data to create data solutions plus consumer insights for clients and builds on work already in place, such as a partnership with client Mondelez.
Meg Chen, head of global media partnership at Amplifi China, said: “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.”