This deep collaboration on data by the two sides will enable a precise measurement of ads campaign's full digital audience across computers, tablets and smartphones with key metrics including gross rating points (GRPs), unique audience, reach, frequency and etc.
"This collaboration with the leading third-party measurement platform like AdMaster, is established on the foundation of capability collaboration and our common goal of meeting clients' increasing needs for precision marketing. In the future, our collaboration will be further expanded towards the measurement matrix granularity and commercial application innovation," said Zhang Minyi, Deputy General Manager of TSA.
The solution will bring to the market accountability and comparability for brand marketers, advertising agencies and publishers who have been seeking measurement to better understand the true audience of their digital campaigns across devices.
"The collaboration between TSA and AdMaster marks the elevation of China's digital ad effectiveness measurement in China. We are now venturing into the era of people-based marketing," said Vincent Yan, founder and CEO of AdMaster.
Innovative Technology Unlocks the Value of People-based Marketing on Social Platforms
2016 is a year of native feeds ad and also the year when social advertising overturns traditional advertising. Standing at this transition point, TSA is reshaping China's digital marketing ecosystem with its technology advantages and know-how.
Tencent analyzes the online behaviors of WeChat and QQ users and categorizes them with a variety of tags. Combined with its ever-upgrading technologies including cross-platform/device targeting, target group expansion and smart bidding techniques, Tencent is able to connect advertisers with its 800 million active user accounts on WeChat, Qzone, QQ Browser and other third party APPs, and finally helps advertisers to achieve their marketing objectives with digital marketing campaigns. Besides, TSA is trying to build an open and win-win marketing ecosystem by collaborating with data providers and advertising technology partners, in hope of promoting prosperity in China's digital marketing industry.
For now, AdMaster has already realized innovative effectiveness measurement for all sorts of ads on all Tencent's social platforms, which enables advertisers to accurately reach their existing and potential target consumers and then scientifically measure the reach effectiveness of the campaigns based on the metrics like GRP/Reach.
Massive Data Builds a Whole New Digital Marketing Ecosystem
Through the launch of the People-based Measurement Solution, Tencent marries its huge consumer panel of 800 million active user accounts with AdMaster's 10 years of experience and cutting-edge technology in advertising effectiveness measurement across different types of media.
Thanks to the calibration of panels from both sides, the People-based Measurement Solution is able to paint an accurate and precise portrait of the TA for a digital campaign across different devices according to their age, gender, online consumption behaviors and etc,. Meanwhile, the high-quality data on Tencent's platform, together with AdMaster's cross-device measurement technology, is also best responded to the deduplication challenges faced in digital marketing field, so as to help advertisers further optimize media planning and budget allocation.
"We believe this collaboration in People-based Measurement with TSA, and our persistent efforts in building a "Data Hub" through building APIs into a wide spectrum of data provider and media, will help push forward the building of a whole new digital marketing ecosystem in China," said Vincent Yan.
"It is our great pleasure to be the data partner of TSA in an open manner. It is recognition to AdMaster's data technology achievements and our leading position as the unbiased third party measurement company. In the years to come, we are committed to technology innovation by developing more marketing evaluation models together with Tencent Social Ads (TSA), and use our data technology to best support media strategy so as to further unleash the power of digital marketing with big data technology," added Vincent Yan.
AdMaster is the leading data solution provider specialized in data collection, analysis and management. By using cutting-edge proprietary technology, we create value for businesses by turning big data into smart data and delivering it to them through our software-as-a-service platform, enabling them to make more informed decisions and gain a competitive edge.
Our core services include third party digital advertising verification, social media and e-commerce measurement, and data management – including data obtained from personal computers and mobile devices. http://www.admaster.com.cn/en
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/admaster-and-tencent-social-ads-jointly-launched-people-based-measurement-solution-empowered-by-social-data-from-800-million-user-accounts-300353208.html