Nestlé China builds private trading desk via Mindshare and Miaozhen

Like all brands, Nestlé is looking to improve its ad targeting without sacrificing reach. According to a statement from the brand, China's maturing programmatic market has made launching the country's first private trading platform viable. 

According to Nestlé, brands in China are primarily concerned with low-grade inventory, poor ad optimsation and lack of brand safety. 

Kris Yang, Nestle's head of media, said that a programmatic direct model allows the brand to keep the buying process transparent.

According to Charlie Wang, interactive marketing partner of Mindshare Beijing, this model not only helps the client in central data management, it also improves advertising efficiency with high-grade media inventory.

Sun Fangchao, head of Miaozhen Systems' North China operations, added that Nestle's strategic vision at the outset is to plan for both mid-term and long-term application of data assets, with technology advancement and data security considered first.