Software Will Help Brands Integrate Advertising Rating Systems In China

Chinese third party technology company Miaozhen Systems announced China's first third-party mobile advertising measurement software development kits (SDK) at a recent conference in Shanghai. The software will help advertisers integrate mGRP with iGRP systems. Internet gross rating point (iGRP) is the metric used to measure the success of online videos and banners, and is compared with traditional TV and other multi-screen media. Big brands in China are also using mobile GRP (mGRP) systems and the trend is expected to induce advertisers to integrate their mobile advertising into online desktop campaigns. Proctor & Gamble, YUM!, L'Oreal, Coca-Cola, Nivea and other Chinese and international brands are participating in the movement, according to Miaozhen.