AAA Moment Systems seizes the hour with $20m

Moment Systems seizes the hour with $20m

China-based digital marketing analysis company Moment Systems closed its series B funding round on Sunday, having raised $20m from investors including WPP Digital, the private equity division of UK-based communications services company WPP.

WPP Digital was joined in the round by venture capital firms China Broadband Capital (CBC), Kleiner, Perkins Caufield & Byers and Redpoint Ventures. WPP and Redpoint previously backed Moment Systems’s series A round in July 2010.

Founded in 2006, Moment Systems was reportedly the first company in China to specialise in the analysis of digital advertising for top firms.

In addition to numbering WPP among its investors, Moment also signed a licensing agreement with market research agency Millward Brown, a subsidiary of WPP, in 2009, to jointly develop and provide digital advertising measurement in China.

The two firms have since developed AdMonitor, an online measurement tool for advertising currently used by brands including DHL and Volkswagen to track their digital marketing in China.

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