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Linking big data for online ad platform
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MARKET research firm CTR and Tencent Holdings yesterday said they have formed a tie-up to connect online and offline user databases as the Internet giant deepens efforts to build an online ad platform.
The partnership will connect big data to better analyze the behavior and consumption patterns of Chinese digital users.
The new platform, which sets up keywords or tags that target certain types of web user, is due to launch in the fourth quarter of 2015 after both parties integrate their databases.
“We are very excited to have created a brand new cross-media industry standard for the media buying industry and this partnership also accelerates Chinese advertising industry’s development into a new era of more accurate targeted marketing,” said Xu Lijun, president of CTR.
Tencent Vice President Steven Chang said yesterday that the platform will benefit from CTR’s data resources in consumer media contact and consumption research.
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