Ipsos Invests in Online Research Firm AdMaster

Ipsos has invested an undisclosed amount in online ad monitoring specialist AdMaster, in a bid to better understand consumers' viewing attitudes, habits and responses to digital ad exposure in China and other Asia Pacific countries.

AdMaster was founded in 2006 and offers a number of proprietary tools including TrackMaster, SurveyMaster, WeiboMaster and PanelMaster, along with a full range of assessment solutions for media auditing, audience analysis, public sentiment monitoring and online research.

Through the partnership, AdMaster becomes Ipsos' exclusive partner for providing online ad research technology in China and some other Asia Pacific countries. Additionally, the firms plan jointly to build a monitoring and assessment system to measure the effect of digital ads.

AdMaster CEO Vincent Yan comments: 'With the strategic partnership between Ipsos and AdMaster, both parties will not only make breakthroughs in online surveys, but also combine huge research panels so as to develop new monitoring methods and optimize the assessment and monitoring system of online advertisements.'

Lifeng Liu CEO of Ipsos Asia-Pacific, says Ipsos hopes the new system will be available to advertisers as soon as possible.

Web sites: www.ipsos.com and www.admaster.com.cn .