Dentsu Aegis Network strikes big data deal with UnionPay

Dentsu Aegis Network China has formed a strategic partnership with UnionPay Smart, a China UnionPay company specialising in big data applications.

Combining the existing big data analytics of UnionPay Smart, with advertising and user browsing behavioral insights from Dentsu Aegis Network, the two parties will co-develop and operate a precision brand marketing platform for advertising; providing data-driven marketing solutions for brands.

It is the first crossover collaboration between financial data, advertising and marketing communications industries in the field of data connection.

The landmark partnership has been achieved through a year-long collaborative effort between UnionPay Smart and Isobar China Group, a digital marketing agency owned by Dentsu Aegis Network.

Based on research and design of business models, the project has enabled a deep integration of media and marketing data on the premise of strict privacy and data protection; creating a reciprocal ecosystem that benefits advertisers, data solution providers as well as media platforms.

Together with UnionPay Smart, Isobar China Group will establish a data management platform (DMP) targeting online advertising, synchronizing UnionPay Smart consumer portraits with browsing and search data shared by publishers.

The platform empowers advertisers to map consumer insights with decision-making and buying processes, creating more accurate target audience portraits. Specifically, the data exchange will prioritize automotive, finance, maternity and infant as well as other key sectors.

Isobar China Group and UnionPay Smart will then co-develop and co-own a demand-side platform (DSP) for programmatic buying. Set on the key precondition of ensuring all data is safe and legal, the platform will incorporate online and offline behavioral data to optimize audience targeting across publishers to greatly enhance returns on investments.