- Grab partners GroupM
- Enhancing geo-data targeting
- Revolutionizes digital advertising across Southeast Asian markets
Data Meets Location: A Marketing Game-Changer
GrabAds, the advertising division of Singaporean superapp Grab, has deepened its strategic relationship GroupM to revolutionize digital advertising targeting across Southeast Asia.
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The expanded partnership will enhance first-party audience data by incorporating geo-based signals, enabling GroupM clients in Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam to execute more refined, data-driven media strategies.
Unlocking Powerful Consumer Insights
The collaboration provides access to anonymized consumer data derived from real transactions, including cuisine preferences, travel patterns, and spending behaviors. By integrating these rich geographical insights into proprietary platforms, GroupM can offer clients unprecedented precision in audience targeting, maximizing advertising effectiveness across online and offline consumer journeys.
Growing Retail Media Networks
Aligned global trends support this innovative approach. GroupM’s recent study indicates retail media networks represent the fastest-growing digital segment, projected to expand 17.5% in 2024 and 13.5% in 2025.
Through this partnership, brands gain comprehensive access to high-value consumer bases, leveraging Grab’s sophisticated advertising ecosystem integrated sophisticated advertising capabilities.
