Gridsum Holding Inc., a leading provider of cloud-based big-data analytics and artificial intelligence solutions in China, announced that it has been appointed as the OTT Monitoring Standards Group Leader at the Mobile Marketing Association China. Gridsum’s role is to recruit group members and draft the first OTT advertising monitoring standards in China.
The OTT (over-the-top) advertising industry is growing rapidly. Compared with other advertising delivery platforms, OTT advertisements allow marketers to reach consumers directly with interactive and highly targeted content, making it a rapidly growing and increasingly popular medium.
To date, advertisers have doubted the KPIs and influence of OTT advertising due to opaque data and inadequate monitoring, which has severely impacted the development of this new form of marketing. Gridsum, along with MMA China, intends to encourage the implementation of standards and regulatory reform in order to help promote the smooth development of the industry.
Mr. Guosheng Qi, Chief Executive Officer of Gridsum, commented, “It is our honor to be appointed as the group leader of MMA China’s efforts to develop OTT advertising monitoring standards. We are happy to announce that the first draft has already been completed. We believe that having such standards will enhance the user experience, ensure data integrity and validity, and promote a robust OTT advertising ecosystem in China.”
Gridsum Holding Inc. is a leading provider of cloud-based big-data analytics and AI solutions for multinational and domestic enterprises and government agencies in China. Gridsum’s core technology, the Gridsum Big Data Platform, is built on a distributed computing framework and performs real-time multi-dimensional correlation analysis of both structured and unstructured data. This enables Gridsum’s customers to identify complex relationships within their data and gain new insights that help them make better business decisions. The Company is named “Gridsum” to symbolize the combination of distributed computing (Grid) and analytics (sum). As a digital intelligence pioneer, the Company’s mission is to help enterprises and government organizations in China use data in new and powerful ways to make better informed decisions and be more productive.