China Deal for Xaxis

WPP audience profiling and targeting division Xaxis has announced a partnership with six major Chinese firms in the digital and data arena, bringing their audience data into Xaxis' data management platform (DMP).

The six - Youku Tudou, iQiyi, Tencent, Sina Weibo, UnionPay Smart and Xiaomi - each bring huge volumes of data which will be integrated into Xaxis' Turbine platform to improve the reach and accuracy of audience targeting in the country. WPP says the partners will also work together to develop better standards for the measurement of digital media campaigns in China.

Patrick Xu, CEO of GroupM China comments: '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'.

Last November, Xaxis appointed Mickey Zhang (pictured) as its Managing Director in China.

GroupM is the parent company of Xaxis, as well as agencies including Maxus, MEC, MediaCom and Mindshare. Web sites: www.xaxis.com and www.groupm.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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