Cadreon, the programmatic and ad tech unit under IPG Mediabrands officially launched its platform Unity in China.
Introducing Unity, Cadreon’s programmatic management platform for ad tech solutions such as DSP, DMP, Ad Serving and Ad Tracking. Cadreon Unity provides a full set of tools for campaign management, tagging and reporting allowing for speed and efficiency. Fueled by a continuous campaign data flow, it generates data-driven insights that maximise campaign performance across media channels and technologies.
Asia Pacific is the second largest programmatic spend at 22 per cent with China being the third largest market in the world. As ad spending in programmatic grows, the need for transparency in the bidding, billing, and dataflow to secure the visibility and management also grew in priority.
Working with partners like Tencent Social Ad Platform, Yoyi PLUS, and Miaozhen Ad Tracking, Unity China adopting a partner-agnostic approach, enables Cadreon to work with the most relevant local inventory and tech partners, accessing the right audiences and leveraging partners’ data. “Unity’s features such as transaction, automation, data visualisation and adtech partner integration allows us to deliver the best performance for brand and performance marketing, while fulfilling clients’ need for transparency,” said Prince Zhang, Chief Digital officer for IPG Mediabrands.
In a market where data ownership is often not accessible to advertisers, Cadreon Unity’s partners are open to Unity to tag and collate campaign data, allowing clients overtime, to better understand their target audiences, applying such insights to refine their strategy, planning and execution.
“China is a high priority market for IPG Mediabrands. Cadreon’s launch of Unity is trailblazing in China, bringing together the markets’ most premium and relevant partners, working together in Unity’s integrated environment, open to data-sharing, offering transparency and accountability to clients where it matters,” said Arun Kumar, Global President.
“We appreciate Cadreon Unity’s value proposition of transparency. Tencent social ad believes a more open programmatic ads environment will benefit all stakeholders and finally meet the increasing demands of transparency from advertisers. Cadreon Unity will increase the efficiency and effectiveness of programmatic buy, and drive the programmatic service improvement for advertisers,” said Minyi Zhang, Deputy GM of Tencent Social Advertisement.
Roy Zhou, CEO of Yoyi said, “We believe the integration of Yoyi and Cadreon Unity enables us to learn and find the best practice of localizing global ad tech platform fitting the local market needs.”
“Tourism Australia shares the excitement over the launch of UM’s new programmatic solution, Cadreon Unity platform,” said Andy Jiang, General Manager of Tourism Australia China.