- As media ratings continue to move into the digital age, Nielsen (NYSE:NLSN) says it's partnering with Tencent Holdings (OTCPK:TCEHY) to launch Digital Ad Ratings, looking to tap a bigger share of a $31B market.
- The move is a push to track unique statistics for an ad across multiple platforms for the first time in China, just as Tencent is pushing to increase mobile ad revenue.
- Nielsen will measure campaigns using surveys of 46,000 Chinese consumers and aggregate data from Tencent's hundreds of millions of users. Tencent's mobile messaging client WeChat boasts 500M monthly active users.
- Nielsen says it worked with publishers and advertisers in developing the system, and it plans to roll it out to other companies in China as well.
- Competitor comScore (NASDAQ:SCOR) says its similar service is already available in China.