Audience measurement company Nielsen has launched Digital Ad Ratings in China in collaboration with online platform Tencent. China is the first market in Asia – and the ninth market globally – to get the measurement system. Six more markets are planned for this year.

Nielsen is also working with other companies in China to push an independent measurement agenda for digital advertising.

Nielsen said at the end of May that the platform was powered by Tencent’s more than 800-million active user accounts and would provide unique audience, reach, frequency and gross rating points (GRPs) for a campaign’s full digital audience across computers, tablets and smartphones “in a way comparable to TV”.

The measurement platform is also available in Australia, Brazil, Canada, France, Germany, Italy, U.K. and the U.S.

“Given the explosive growth of online and mobile usage and Chinese consumers’ changing media habits, we believe the introduction of a robust, independent measurement standard for digital campaigns is essential to unlocking additional digital ad growth in China,” said Yan Xuan, Nielsen’s Greater China president.

Tencent highlighted an “independent, reliable and accurate” measurement system for digital and mobile advertising.

Results are delivered overnight via a online interface.