By Charlotte McEleny

Chinese digital behemoth Tencent, the parent business of messaging platforms such as QQ and WeChat, is joining forces with Dentsu Aegis to bring together disparate data into one ‘big data ecosystem’ in China.

The partnership is the result of Tencent giving Dentsu Aegis access to its smart data, allowing programmatic buying, plus better analysis and optimisation of consumers’ ad interactions via data management platforms (DMP).

Steven Chang, corporate vice president, Tencent, said: “In the past, some companies built their own large data assets without considering that such platforms are actually isolated from each other. In addition, these companies did not have clear Read full story ›

Source: The Drum