MB Partners in China for Digital Ad Tracking

Millward Brown has announced a licensing agreement with Chinese digital measurement developer, Moment Systems, to provide clients with digital advertising measurement.

Millward Brown will offer Moment's ad monitoring system to clients, using the latter's database of around 250 million Chinese Internet browsers; and the two companies will work together to develop new digital research and planning solutions.

Moment Systems CEO Wei Zhu comments: 'With digital marketing, advertisers are making more demands on the transparent, continuous and innovative measurement for branding. The cooperation between Moment Systems and Millward Brown will give advertisers much more confidence in their digital campaigns.'

Adrian Gonzalez, Millward Brown's Head of Greater China, describes the deal as 'a real breakthrough' and comments: 'Our alliance with Moment Systems allows us to quantitatively profile the reach and frequency of [clients'] digital content and, alongside our current Dynamic Logic measurement toolset, measure the impact on the awareness, attitudes and purchase interest of the brand.'

Web sites: www.millwardbrown.com and www.miaozhen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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