[Edaily Reporter Yun Junghoon ]CJ ENM CO., Ltd.(035760)has unveiled a new data management platform (DMP) and is pioneering data-driven advertising innovation by integrating it into TV commercials—a first in the entertainment and media industry.

CJ ENM CO., Ltd. announced on the 28th that it is unveiling “CJ DMP,” a platform that integrates and analyzes media and commerce data across the group, to strengthen its competitiveness in the advertising business.

CJ DMP is a platform that integrates and analyzes de-identified audience data collected from the media, commerce, advertising, and membership services of CJ ENM CO., Ltd. and its major affiliates to segment potential customers according to advertisers’ marketing objectives. It is characterized by its ability to comprehensively understand consumers’ interests and spending habits based on data spanning their entire daily lifestyle—from content viewing to product searches, purchases, and responses to advertisements.

In particular, CJ ENM CO., Ltd. plans to actively utilize this platform in the TV advertising sector to introduce a new paradigm for the industry. Whereas traditional TV advertising was based solely on viewership ratings by gender and age, CJ ENM CO., Ltd. will now combine CJ DMP’s behavioral pattern data with viewership ratings to precisely identify potential customers with high brand preference.

This will enable the efficient utilization of prime advertising slots—not only on weekends or during prime time but also during periods when the target audience’s viewing share is high. Following ad placement, the company plans to provide a comprehensive solution that analyzes audience reach and exposure performance based on campaign exposure data and proposes follow-up marketing strategies.

Furthermore, CJ ENM CO., Ltd. is expanding the scope of CJ DMP’s application to include content planning, e-commerce, and marketing. In the content sector, the company will analyze viewer preferences for specific programs and channels to refine customized planning, production, and broadcast scheduling strategies. In the e-commerce sector, it plans to link viewing and purchase data to precisely target ads at audiences with high purchase potential.

A CJ ENM CO., Ltd. official stated, “In a rapidly changing media market, a company’s competitiveness depends on how effectively it utilizes data,” adding, “By combining our accumulated advertising expertise with the data capabilities of CJ DMP, we will support advertisers’ business growth and continue to secure a differentiated competitive edge in advertising.”

Meanwhile, CJ ENM CO., Ltd. is advancing the development of AI- and data-driven ad tech. The company previously introduced South Korea’s first AI-based “Virtual Product Placement (VPPL)” and “Model and Context Targeting Solutions,” and is enhancing advertiser satisfaction by launching the annual marketing calendar “Calpak CJ” and integrated campaign solutions for broadcast, OTT, and DOOH.