As American global information and measurement company Nielsen Holdings N.V. announced its recent partnership with Chinese investment holding company Tencent Holdings Limited on Wednesday (U.S. Time), an official of Nielsen revealed that the two companies are launching a "Digital Ad Ratings" system in China.
The "Digital Ad Ratings" system, which aims to "track unique users reach and frequency of a digital ad across computers, tablets and smartphones," will be Nielsen and Tencent's first measuring system to be launched in China.
The American company said that the move could further invite U.S. firms to place more ads to the biggest social networks in China.
According to reports, Tencent, whose services include social network, Web portals, e-commerce, multiplayer online games, as well as the popular mobile messaging app WeChat, has been attempting to expand its revenues in advertising through mobile applications.
Sy Lau, senior executive vice president of Tencent, stated that there has been no independent, reliable rating currency that measures digital and mobile advertising in China.
"It's something that we have been waiting for. It will make our advertising much more efficient," said Anthony Ho, marketing director of media at Mondelez.
However, ComScore, an American Internet analytics company that provides the same services as Nielsen, asserted that digital measurement is already available in China.
Nielsen is set to measure an ad campaign in a combination of surveys that involve 46,000 Chinese consumers as well as a collection of anonymous data from Tencent's active users, according to reports.