Mindshare has unveiled what it claims to be China’s first programmatic premium trade desk on behalf of Nestle.
The GroupM agency spent six months developing a technology stack for Nestle including data management platform (DMP) Miaozhen and trade desk platform ReachMax.
Through a combination of first- and third-party data, as well as owned digital assets, Mindshare can also buy premium video inventory from publishers such as Tencent, Youku, Sohu, and iQiyi.
According to Mindshare Beijing’s head of digital Charlie Wang, the agency opted to pursue a “programmatic direct” model based around premium inventory, after spending time to better understand Nestle’s business needs.
John Dao, general manager of channel business department at Tencent Online Media Group, said programmatic is set to be a “defining trend” for media in China, and backed the experiment with Nestle as an example of how to increase “overall media efficiency”.
Kris Yang, Nestle head of media, said it was vital to tie up with the right partners: “Nestle have been pushing programmatic on the global front. The challenge in China is finding the right local technology partners and deep programmatic operations expertise.
“Mindshare helped us in building the right technology stack for a programmatic trading desk. Following a programmatic direct model, we can still maintain a direct relationship with our media partners keeping the entire programmatic process very transparent, as well as increasing media efficiency and effectiveness.”
Nestle already operates a social media newsroom-style operation in conjunction with consultancy CIC. Hear Nestle’s head of digital marketing and social media for Greater China, Hannelore Grams, and CIC founder and chief executive Sam Flemming discuss the local media environment.