A Strategic Leap into Retail Media Excellence in Southeast Asia
In a groundbreaking move set to redefine retail media in Southeast Asia, GroupM and GrabAds have expanded their strategic partnership to harness the full potential of geo-based audience data.
This industry-first collaboration promises to elevate brand growth and media performance across the region by tapping into Grab’s rich retail media network (RMN) capabilities.
The partnership, which spans six markets — Malaysia, Indonesia, the Philippines, Singapore, Thailand, and Vietnam—will provide GroupM’s clients with exclusive access to Grab’s anonymised, geo-enhanced first-party audience data.
By integrating this data into GroupM’s proprietary platforms, brands can unlock actionable insights to sharpen their omnichannel media strategies.
Powering Precision Targeting with Geo-Based Insights
What sets this collaboration apart is GrabAds’ ability to enrich first-party audience signals with geo-based data, providing a new layer of precision for audience targeting.
Insights such as cuisine preferences, frequently visited points of interest, and spending behaviours will empower GroupM clients to craft highly targeted campaigns aligned with real-world consumer actions.
For marketers, this translates into deeper understanding and sharper campaign execution across the consumer journey.
“As we continue to build and invest in a high-quality media ecosystem that is diverse, sustainable, and audience-first, we are excited at the opportunity Grab presents,” said Anita Munro, Chief Investment Officer, GroupM Asia Pacific.
Full-Funnel Marketing Meets Omnichannel Mastery
The expanded partnership builds on a successful collaboration that began in 2021.
It not only amplifies existing offerings like data-driven campaigns, programmatic buying, and offline placements but also introduces co-innovation opportunities.
GroupM clients will gain early access to new advertising solutions, testing opportunities, and exclusive integrations.
Grab’s ecosystem, with its strength in connecting online and offline consumer touchpoints, becomes a critical advantage for brands looking to optimise their marketing spend for both brand-building and performance outcomes.
Seizing Southeast Asia’s RMN Growth
The timing of this partnership aligns with the rising dominance of retail media networks, particularly in Southeast Asia.
According to GroupM’s This Year Next Year report, RMNs are the fastest-growing segment of digital advertising, projected to grow by 17.5% in 2024 and 13.5% in 2025.
Superapp platforms like GrabAds are at the forefront of this growth, offering unparalleled access to a high-value consumer base.
Ken Mandel, Regional Managing Director, and Head of GrabAds and Enterprise at Grab, highlighted the value of this collaboration: “By combining GroupM’s scale, commitment to innovation, and client-first mindset with our superior RMN capabilities, we are well-positioned to help GroupM clients drive accelerated growth in Southeast Asia.”
Unlocking the Future of Retail Media
As brands navigate the complexities of the digital advertising landscape, GroupM and GrabAds’ partnership sets a new benchmark for innovation and precision.
By leveraging geo-based audience signals and a powerful omnichannel strategy, marketers can unlock deeper insights, maximise ROI, and deliver meaningful brand experiences across Southeast Asia.
This industry-first collaboration not only strengthens GroupM’s leadership in data-driven marketing but also cements GrabAds’ position as a pivotal player in the region’s growing RMN ecosystem.
For advertisers, the future of retail media has arrived—and it is powered by data, geo-targeting, and strategic innovation.
