Nielsen partners with Sina Weibo in China

Global leading information and measurement company Nielsen today announced that it is partnering with Sina Weibo, a Chinese microblogging website, in a collaboration that will take digital audience measurement one significant step further.

The combination of these two massive data sets, calibrated against Nielsen’s high-quality data assets, will bring a new level of clarity to the understanding of online audiences. Nielsen’s Digital Ad Ratings will now incorporate Weibo’s more than 265 million monthly active user accounts to provide advertising audience data across websites and creative advertising formats on computers, tablets, and smartphones.

Nielsen will have access to Weibo’s interest tags to further define digital audiences by their specific behavioral preferences in forums, blogs and browsing behavior.  

Tencent Corporate vice-president Steven Chang said Nielsen has a positive and open attitude of cooperation. Tencent and Sina Weibo will work together with Nielsen to build a digital ad rating measurement standard based on the massive data base. The establishment of this standard will help advertisers to more effectively and accurately measure the effects and ROI of their digital advertising.

Source:Nielsen

Proofread by Sean O Diobhilin