{"id":151063,"date":"2025-03-23T05:18:39","date_gmt":"2025-03-23T05:18:39","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/groupm-integrates-deepseek-to-simplify-media-buying-in-china\/"},"modified":"2025-03-23T05:18:39","modified_gmt":"2025-03-23T05:18:39","slug":"groupm-integrates-deepseek-to-simplify-media-buying-in-china","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=151063","title":{"rendered":"GroupM Integrates DeepSeek to Simplify Media Buying in China"},"content":{"rendered":"


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GroupM has made an unusual bet in the generative AI<\/a> space.<\/p>\n

The holding company\u2019s data and insights arm, Choreograph, is tapping DeepSeek<\/a>\u2014China\u2019s answer to OpenAI\u2014to sharpen its Audience Translator tool, which matches brands with target audiences across ad platforms.<\/p>\n

The goal is to help brands target Chinese consumers \u201cfaster and smarter than ever,\u201d according to a LinkedIn<\/a> post by the ad giant.<\/p>\n

Choreograph is specifically integrating DeepSeek\u2019s open-source R1 model into its Audience Translator tool, where media planners can submit queries describing their campaign\u2019s target audience, as well as demographics and topics of interest. Audience Translator then maps and standardizes audience data across platforms, allowing for consistent and accurate audience profiles.<\/p>\n

\u201cBy integrating DeepSeek\u2019s R1 model into Audience Translator, we\u2019re able to use its Chinese Natural Language Processing (NLP) capabilities to enhance our insights into audiences in China, optimize audience descriptions, and help create the right mix of audience tags to assist with campaign planning,\u201d a GroupM spokesperson told ADWEEK. \u201cWe\u2019re continually testing new models and applying them where we\u2019re confident they can accelerate our capabilities.\u201d<\/p>\n

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GroupM is not formally partnering with DeepSeek, but rather integrating the AI company\u2019s open-source model into a specific tool within Choreograph, the spokesperson said. \u201cWe use this tool to help reach audiences in China, for global brands advertising in the market, and for Chinese brands,\u201d the spokesperson added. \u00a0<\/p>\n

DeepSeek\u2019s rise has made waves in Silicon Valley, as many in the tech industry scrambles to make sense of its rapid ascent. The Chinese AI company has generated both awe and skepticism, with headlines<\/a> questioning the accuracy of its gen AI model. <\/p>\n

Concurrently, China has been racing<\/a> to show how it is using DeepSeek, from courtrooms leveraging the technology to draft legal documents to doctors using it to propose treatment plans.<\/p>\n

On the advertising front, the future of media is increasingly intertwined with gen AI. GroupM\u2019s CEO Brian Lesser previously<\/a> told ADWEEK that within the next five years, \u201cthere is no human that touches a media plan.\u201d <\/p>\n

<\/p>\n

Reflecting this shift, GroupM plans to invest $30 million to educate and train its workforce on how to work with AI, noting that 70% of its new hires already have experience with the technology.<\/p>\n

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\"What
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GroupM has made an unusual bet in the generative AI space. The holding company\u2019s data and insights arm, Choreograph, is tapping DeepSeek\u2014China\u2019s answer to OpenAI\u2014to sharpen its Audience Translator tool, which matches brands with target audiences across ad platforms. The goal is to help brands target Chinese consumers \u201cfaster and smarter than ever,\u201d according to […]<\/p>\n","protected":false},"author":1,"featured_media":151064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[15467,48641,13085,10958,6618,29466,62966,10961,50797,18296,10999,16380],"dealstore":[],"offerexpiration":[],"class_list":["post-151063","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-agencies","tag-ai-news","tag-artificial-intelligence","tag-buying","tag-china","tag-deepseek","tag-emerging-technologies","tag-general","tag-groupm","tag-integrates","tag-media","tag-simplify"],"yoast_head":"\nGroupM Integrates DeepSeek to Simplify Media Buying in China - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=151063\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=151063&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GroupM Integrates DeepSeek to Simplify Media Buying in China - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"GroupM has made an unusual bet in the generative AI space. The holding company\u2019s data and insights arm, Choreograph, is tapping DeepSeek\u2014China\u2019s answer to OpenAI\u2014to sharpen its Audience Translator tool, which matches brands with target audiences across ad platforms. 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