• by Steve McClellan  @mp_mcclellan, March 1, 2016

Tencent Online Media Group and Omnicom Media Group have forged a deal giving Omnicom Media clients access to the Chinese tech giant’s massive consumer database. 

Under the agreement the two parties will explore and develop data models for eight different industries. Tencent will create target audience profiles for OMG clients including demographic attributes, interests and other characteristics that can be gleaned from online footprints. 

The firms started cooperating last year when an OMG client became the first automotive brand to launch video ads on Tencent's social platform, WeChat. Analytics from the initial trial proved to be valuable for the client and led to more discussions and ultimately to the agreement announced today. 

The deal follows similar agreements between Tencent and both GroupM and Dentsu Aegis Network that were forged late last year. 

Tencent’s collection of consumer data is huge. The firm reported having some 860 million active monthly users in its third-quarter 2015 financial report.  The company provides social networking, e-commerce, gaming, mobile phone and other services.