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WPP Buys Into Chinese Online Ad Measurement

In Beijing, Chinese digital ad measurement firm Moment Systems has taken a $20 million second round investment led by Kleiner Perkins Caufield & Byers, alongside China Broadband Capital, Redpoint Ventures, and, last but not least, WPP Digital. As paidContent reports, the 5-year-old company has some 140 employees, and is based in Beijing. “It offers budget planning, ad measurement and campaign value measurement tools,” it notes.

Moment Systems reportedly raised its first round in the summer of 2010. Meanwhile, WPP is making its investment through Moment’s British Virgin Islands-based owner Leading Smart Holdings, according to paidContent. “WPP’s growth focus is on emerging markets, digital advertising and the intersection of each,” it writes. “It says China is its fourth largest market with over $1 billion in revenue and digital revenue of over $200 million.” As part of the deal, KPCB partner Zhou Wei is joining Moment Systems’ board.




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