Nielsen, with the help of Tencent, will now be bringing its Digital Ad Ratings service to China after the two companies recently announced the formation of a new partnership.

Digital Ad Ratings is capable of keeping tabs on unique users. It also monitors the reach and frequency of specific digital ads as they make their way through different outlets such as computers, smartphones, and tablets, according to Reuters.

With Nielsen bringing in digital measurement to the Chinese marketplace, their service offering may soon become a hit. Advertisers routinely turn to digital measurement to formulate ad campaigns that they believe will be effective. This is because ad executives can use the figures gleaned from digital measurements to figure out just how much an ad might cost, and whether what they receive in return is worth the expenditure.

Once Nielsen gets going in China, they will be monitoring an ad campaign by utilizing different surveys conducted on over 46,000 consumers in the country, according to the South China Morning Post. They will also use data accumulated from Tencent users to create a clearer picture of the marketplace.

Nielsen has already begun working together with different advertisers and publishers in the country in order to launch the Digital Ad Ratings service as soon as possible. Nielsen also plans to provide the service to other companies in China.

Comscore, a known competitor of Nielsen, said that the new service the company is offering is already available in China.

In related news, Nielsen has just recently completed the purchase of the neuroscience firm Innerscope Research, according to Ad Age.

The specifics of the deal between Nielsen and Innerscope Research have not been made available as of yet. Interestingly, this marks the second time Nielsen has acquired a neuroscience firm, with the company also purchasing the global marketing firm NeuroFocus back in 2011.