Nielsen, the world’s leading information and measurement company, announced a strategic cooperation agreement and a data-sharing protocol with China e-commerce giant JD.com that formalizes the collaborative launch of a big data product—Multi-Touch Attribution (MTA).

“What is happening in China right now is the fragmentation of digital media. This phenomenon is much more intense in China than it is compared to the US,” Vishal Bali, Managing Director at Nielsen China told TechNode in an exclusive interview.

So why is this S&P 500 company, which has operations in over 100 countries, partnering with a Chinese e-commerce company? Chinese e-commerce companies are fast becoming advertisement platforms. China’s e-commerce giant Alibaba recorded mobile ad revenues of $11.1 billion in 2016 and are expected to grow to almost $20 billion by 2018, according to eMarketer.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com