Nielsen Partners With Chinese Blogging Website Sina Weibo

Information and measurement company Nielsen announced it is partnering with Chinese microblogging website Sina Weibo "in a collaboration that will take digital audience measurement one significant step further," according to Liu Huayu of YUTANG SPORTS. 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 and Sina Weibo "will work together with Nielsen to build a digital ad rating measurement standard" that will help advertisers to more effectively and accurately measure the effects and return on investment of their digital advertising (YUTANG SPORTS, 8/9).