South Korea’s top ad house Cheil Worldwide Inc. has bought China’s leading big data analytics service provider ColourData to strengthen its presence in China, the company announced Tuesday.

Financial terms and other details were not disclosed.

ColourData, based in Shanghai since 2014, uses proprietary technology to analyze data from more than 5,000 social media, news and e-commerce websites in China. It has offered services like AI-powered natural language processing, real-time data visualization and report for big customers like Samsung Electronics, Pfizer and Schneider Electric.

With the edge in emerging SNS marketing targeting 20s and 30s, ColourData has expanded revenue by an average 40 percent annually over the last three years.

Cheil Worldwide has maintained a close relationship with the company through a series of marketing collaborations using social network channels. The acquisition will help improve the marketing strategies for its existing clients and further add more local customers, the company expects.

“Cheil Worldwide will keep exploring M&A opportunities for companies with digital expertise to secure future growth engines,” said an official from the company.

Cheil Worldwide shares on Wednesday rose 0.55 percent to close at 18,400 won ($15.12) in Seoul.

By Lim Hyung-joon and Lee Ha-yeon

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