Vivaki & Tencent Form Data Management Platform Partnership
Vivaki and Tencent have announced a partnership that will make Vivaki one of the first partners of Tencent in the field of DMP. The agreement will allow Vivaki and Tencent to jointly develop big data analysis, cross-screen marketing, as well as improve the effectiveness of brand and performance marketing. The agreement also provides a framework for exploring future collaboration between the two networks by leveraging both sides’ resources as well as data management capabilities and application strengths.
With its connected strategy in mind, Tencent will share its numerous collected data with partners across all industries covering e-commerce, search, life service etc. which in turn will make Tencent’s data pool the connection of all trades.
Sidney Song, Vivaki’s General Manager of Data Solution said on the press conference, ‘DMP is a great tool to integrate branding and performance marketing. Fragmented data in the absence of a single view to understand users and target audiences was the big challenge for advertisers in generating valuable insights for effective media planning. With these problems resolved, DMP will become the core of brands’ communication plans by automatic and high quality targeting.’
Vivaki has the most advanced DMP solution centre providing data management and application services to drive more effective online branding and performance marketing. The partnership will see the integration of Tencent data into Vivaki’s platform to improve the accuracy of user targeting, which will ultimately benefit all the clients who work with the Publicis Groupe agencies, in particular the leading media agencies of ZenithOptimedia and Starcom Mediavest.
David Chen, Vivaki China Managing Director said, “The dramatically increasingly passion of Advertisers for programmatic buying requires ever more effective communication strategies. The partnership will benefit our clients with higher ROI by pairing Vivaki with Tencent’s database and connecting capabilities. We are looking forward to the more open and effective data marketing era.”
Mykim Chikli, CEO of ZenithOptimedia Group China added, “Programmatic buying has been established for many years in the markets of US and Europe, in part due to the close collaboration with key media publishers and vendors. This partnership with Tencent is a huge step forward for the Programmatic market in China and we are proud and excited for our agency, and ultimately our clients, to be at the forefront of this innovation”.
"SMG China and Tencent have been successfully collaborating since last year, in a partnership that sees both companies working together to deliver innovative and impactful product offerings for all SMG clients in China", said Bertilla Teo, CEO of Starcom MediaVest Group, North Asia. "This latest partnership, leveraging on VivaKi's strength in DMP and Tencent's prowess in the field of data and applications, further reinforces the Groupe's commitment to deliver effective and accurate online performance results for all clients working with its agencies", she said.