GroupM has 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.
This partnership will enable access to a higher amount of premium inventory via programmatic buying and unlock access to data across these platforms via its data management platform (DMP) Turbine, bringing more accurate targeting and greater reach for advertisers.
Patrick Xu, CEO of GroupM China, said the partnership will help better understand and reach out users and 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,” added Xu.
Mickey Zhang, managing director of Xaxis China, said this partnership will provide enhanced campaign performance and efficiency to empower advertisers to make increasingly well-informed data-driven programmatic buying decisions in real time.
2015 GroupM Digital Momentum Forging Your Competitive Edge Conference was held in Shanghai on September 24, covering major digital marketing topics with programmatic buying as the key focus.