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Dentsu and WPP Firms Tap Tencent's China Data
Online gaming giant Tencent has struck separate deals with WPP's GroupM and with Dentsu Aegis Network, giving access to data from the Chinese firm's huge customer base of c.860m active monthly users.
The two ad groups will use the data to help clients target Chinese consumers and for more general analysis of their attitudes and relations with brands, as well as for improved cross-device audience identification.
Tencent already has a data sharing deal with Nielsen, announced in May last year, forming the basis of the audience measurement leader's cross-device campaign measure Digital Ad Ratings in China. Corporate Vice President Steven Chang says the company observes strict standards and such deals will never compromise user privacy.
According to Patrick Xu, CEO of GroupM China, the partnership will enhance the partners' capabilities of data synchronization and application, as well as consumer and industry insights to further drive innovation. He adds: 'This in turn will benefit all of our clients and encourage a more open data ecosystem in the industry'.
Thanks to www.mediapost.com for some of the above.
Web sites: www.wpp.com and www.dentsuaegis.com .
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