DFIQ Media and WPP launch Hong Kong retail media deal

DFIQ Media, the retail media arm of DFI Retail Group, has formed a strategic partnership with WPP Media Hong Kong to introduce Open Intelligence for Commerce to the market, creating a privacy-first framework for retail media activation.

The collaboration combines DFIQ Media’s omnichannel retail ecosystem with WPP Media’s programmatic and predictive intelligence capabilities, enabling brands to access and activate audience insights across digital and physical retail environments.

Privacy-first retail media activation

The partnership uses InfoSum, WPP’s privacy-focused collaboration platform, to integrate customer insights without moving or exposing underlying data. This approach is designed to support regulatory compliance while enabling more precise audience targeting.

Through the system, advertisers can access aggregated insights from the yuu loyalty ecosystem and DFI Retail Group’s retail platforms, including Wellcome, 7-Eleven and Mannings. These insights can then be activated via WPP Media’s Open Intelligence framework and WPP Open platform for automated campaign execution and optimisation.

Wee Lee Loh, group chief digital and yuu rewards officer at DFI Retail Group: "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."

Expanding omnichannel retail reach

The partnership includes WPP Media’s investment in DFIQ Media’s retail media inventory, covering digital placements across e-commerce platforms, mobile apps and in-store digital screens. The network spans more than 6,000 screens across DFI Retail Group locations in Hong Kong.

These touchpoints collectively generate more than 60 million store visits per month, providing advertisers with access to consumers across the full shopping journey from digital discovery to in-store purchase.

Chandana Sunder, group retail media director at DFI Retail Group: "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."

Predictive intelligence and performance measurement

WPP Media will apply predictive modelling, programmatic capabilities and Open Intelligence tools to enable automated buying, real-time optimisation and advanced audience segmentation based on retail signals.

Kenny Ip, vice president, media and partnership management at WPP Media Hong Kong: "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."

The partnership builds on WPP Media’s global retail media network, which includes collaborations such as Ocado Ads in the United Kingdom and Salling Group in Denmark, expanding its presence in commerce-led advertising ecosystems.

www.dfiretailgroup.com

www.wppmedia.com

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