Allyes AdNetwork will track results of its clients' online ad campaigns through the use of Nielsen//NetRatings' tagging technology. When an internet browser downloads an ad, the browser's cookie ID will be sent to the NetRatings server, where information of the ad viewing path and duration is combined with the particular browser's demographic information and collected via online surveys which NetRatings runs continuously on Chinese portals and websites.
"Online advertisers will now have access to ad effectiveness data stretching beyond impressions, clicks and click through rates. A campaign owner can build a very clear picture of his or her target audience through the availability of demographic information like age, gender, profession, income, education level, family situation and interests, while it allows a media planner to directly enhance ad effectiveness," David Zhu, CEO for Allyes AdNetwork said in a statement.
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