Gridsum Appointed OTT Monitoring Standards Group Leader at the Mobile Marketing Association China

Gridsum Holding Inc. (“Gridsum” or the “Company”) (NASDAQ: GSUM), a leading provider of cloud-based big-data analytics and artificial intelligence (“AI”) solutions in China, today announced that it has been appointed as the OTT Monitoring Standards Group Leader at the Mobile Marketing Association China (“MMA China”). Gridsum’s role is to recruit group members and draft the first OTT advertising monitoring standards in China.

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The OTT (over-the-top) advertising industry is growing rapidly. Compared with other advertising delivery platforms, OTT advertisements allow marketers to reach consumers directly with interactive and highly targeted content, making it a rapidly growing and increasingly popular medium.

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To date, advertisers have doubted the KPIs and influence of OTT advertising due to opaque data and inadequate monitoring, which has severely impacted the development of this new form of marketing. Gridsum, along with MMA China, intends to encourage the implementation of standards and regulatory reform in order to help promote the smooth development of the industry.

Mr. Guosheng Qi, Chief Executive Officer of Gridsum, commented, “It is our honor to be appointed as the group leader of MMA China’s efforts to develop OTT advertising monitoring standards. We are happy to announce that the first draft has already been completed. We believe that having such standards will enhance the user experience, ensure data integrity and validity, and promote a robust OTT advertising ecosystem in China.”

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