Alibaba’s CMO on why it’s ramping up its pitch to brands with a Kantar-powered insights tool

E-commerce giant Alibaba upping its charm offensive on advertisers through a partnership with Kantar that will see it pool its own behavioural and brand insights with the research firm’s data.
Speaking to The Drum, chief marketing officer Chris Tung said the partnership came amid a “clear demand” from advertisers to “quantify and qualify” progress and effectiveness.
The collaboration was announced on Wednesday (20 June) at Cannes Lions. Tung said it will bring toget