The partnership will enable access to higher amount of premium inventory via programmatic buying, unlocks access to data across platforms, and set industry standards.
Shanghai, September 24, 2015 — GroupM announced its programmatic media and technology platform Xaxis’ partnership with China‘s digital and data giants, Youku Tudou, Tencent, iQiyi, Sina Weibo, UnionPay Smart and Xiaomi, at the 2015 GroupM Digital Momentum Forging Your Competitive Edge Conference held today. 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 endeavor 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, leading 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.
Patrick Xu, CEO of GroupM China 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.
Mickey Zhang, Managing Director of Xaxis China, said, “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. Mark Patterson, CEO of GroupM Asia-Pacific, 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.”
John Dao, General Manager of Channel Department, Online Media Group of Tencent, said at the conference, “Providing brands diversified marketing solutions to deliver the right message, to the right people is the core of Tencent and Xaxis’ marketing products. The partnership will further improve our data ecosystem and benefit marketers and the whole industry.”
Kelvin Long, Co-founder and Chief Technology Officer of UnionPay Smart Co., Ltd. commented, “In the era of big data, protecting users' personal information and privacy is a precondition. We pay great importance to user behavior analysis and cross-channel data integration: aligning with Xaxis’ data and programmatic buying technology, to provide our users better personalized experience.”
Frankie Fu, Vice President of Innovation Marketing, Youku Tudou Inc. said, “Programmatic buying is developing very fast, but there is still a lot of work to do. All publishers aim to enable brands to invest smarter and we are glad to work with GroupM to further explore new ad models and accelerate the standard setting progress.”
Dawei Gu, Head of Data and Ads Group at Xiaomi Tech said, “Xiaomi is not only a mobile device manufacturer, but also a cross-screen media owner. We are excited to work with Xaxis to better identify users on different devices, synchronize channels and improve marketing effectiveness.”
GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Maxus, MEC, MediaCom, Mindshare and Xaxis. GroupM is the global leading media investment management group.
As China’s leading media communications group, GroupM invests in more than 560 markets across China. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. For more information about GroupM, please visit: http://www.groupm.com/.
Xaxis is a global digital media platform that programmatically connects advertisers to audiences across all addressable channels. Through the expert use of proprietary data and advertising technology along with unparalleled media relationships, Xaxis delivers results for over 2,800 clients in 42 markets across North America, Europe, Asia Pacific, Latin America and the Middle East. Advertisers working with Xaxis achieve exceptionally high return on advertising spend through the company’s proprietary media products, as well as through its wholly-owned specialist companies, Light Reaction, Bannerconnect, and ActionX. For more information about Xaxis, please visit: http://www.xaxis.com.