DFIQ Media, WPP Media expand Open Intelligence for Commerce ecosystem with Hong Kong retail media deal

Hong Kong – DFIQ Media Hong Kong, the retail media arm of DFI Retail Group, has entered a strategic partnership with WPP Media Hong Kong to introduce Open Intelligence for Commerce in Hong Kong for the first time, marking a new privacy-safe, data-driven retail media framework for the market.

The partnership establishes a privacy-first framework for retail media collaboration in Hong Kong, enabling brands to activate high-value audiences and deliver more relevant advertising across DFI’s retail ecosystem.

It combines DFIQ Media’s omnichannel retail media network with WPP Media’s programmatic and predictive intelligence capabilities. InfoSum, WPP’s privacy-focused, no-data-movement collaboration platform, will integrate customer audience insights, enabling advertisers to activate audiences while ensuring data privacy and regulatory compliance.

Advertisers will gain access to aggregated insights from the yuu loyalty ecosystem and retail platforms across DFI Retail Group banners. These insights will support more precise targeting, with audience segments securely matched and activated through WPP Media’s Open Intelligence and delivered via WPP Open, the company’s agentic marketing platform.

The setup is intended to help brands identify growth audiences, improve targeting accuracy, and measure performance across both digital and physical retail environments. This includes metrics such as incremental sales, new-shopper contribution, and audience effectiveness.

The partnership also includes WPP Media’s investment in DFIQ Media’s omnichannel retail media inventory. This spans digital advertising opportunities across the e-commerce platforms and mobile apps of yuu, Wellcome, 7-Eleven, and Mannings, as well as a network of more than 6,000 in-store digital screens across Hong Kong.

“Retail media is the fastest-growing media channel globally and rapidly becoming one of the most important channels for brands to connect with consumers in meaningful and measurable ways,” said Wee Lee Loh, Group Chief Digital & yuu Rewards Officer from DFI Retail Group. 

Chandana Sunder, Group Retail Media Director from DFI Retail Group, also commented, “By partnering with WPP Media and leveraging privacy-safe technology from InfoSum, we are unlocking the next phase of retail media in Hong Kong – one that combines powerful first-party data with omnichannel activation across digital and physical retail environments.”

Together, these retail touchpoints generate more than 60 million store visits each month, providing brands with access to consumers across the full shopping journey, from online discovery to in-store purchase.

WPP Media will contribute its programmatic advertising, predictive modelling, and Open Intelligence capabilities to enable automated media buying, real-time optimisation, and audience targeting based on retail signals from DFIQ Media.

The companies said the collaboration is intended to advance retail media development in Hong Kong by combining privacy-first data collaboration with predictive intelligence and omnichannel activation. It also aims to create new opportunities for brands to engage shoppers and measure incremental impact.

“Our collaboration with DFIQ Media represents an important step in shaping the future of commerce-driven media in Hong Kong,” said Michael Beecroft, CEO of WPP Media North East Asia. 

“By connecting DFIQ Media’s rich retail audiences with our Open Intelligence framework, we can deliver high-yield, privacy-safe, and outcome-driven advertising solutions that reduce waste and drive measurable growth for brands,” added Kenny Ip, Vice President, Media and Partnership Management at WPP Media Hong Kong. 

The partnership expands WPP Media’s Open Intelligence for Commerce ecosystem, which already includes retail partners such as Ocado Ads in the UK and Salling Group in Denmark. With DFIQ Media joining the network, Hong Kong becomes part of this global expansion of WPP Media’s commerce intelligence framework.