GrabAds, the advertising arm of Grab, has expanded its strategic partnership with GroupM, WPP's media investment group, to enhance retail media network capabilities for GroupM's clients. This collaboration aims to unlock the power of Grab's extensive first-party audience data, enriched with geo-based signals, for more refined and data-driven media planning.
The partnership will enable GroupM clients across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam to leverage anonymized and indexed consumer insights, including cuisine preferences and frequently traveled points of interest. This allows for more precise targeting and full-funnel marketing strategies within Grab's integrated omnichannel ecosystem.
GroupM and GrabAds will also co-innovate on advertising solutions, providing clients with early access to integration benefits and testing opportunities. This move comes amidst strong interest in retail media networks, with superapp RMNs like GrabAds growing in prominence, offering brands access to a high-value consumer base and comprehensive insights.
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