BEIJING, March 19, 2018 /PRNewswire/ -- 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 published a white paper on ad fraud in China's internet advertising industry to
commemorate World Consumers Rights Day on March 15, 2018.
Gridsum began analyzing ad fraud, also referred to as invalid
traffic, in 2013 when it joined the China Advertising Association
("CAA") and Mobile Marketing Association China ("MMA China") to
participate in the creation of ad fraud standards for China's internet advertising industry. With
the support of the CAA and MMA China, Gridsum leveraged its deep
experience in big data analysis and AI to develop a powerful
invalid traffic monitoring system. To commemorate World Consumers
Rights Day on March 15, 2018, Gridsum
published its white paper on ad fraud which consists of over two
years of invalid traffic monitoring across China's internet advertising
industry.
Key findings from the white paper include:
- Invalid impressions accounted for 33.9% of all impressions in
2017, a slight decrease from 38.8% in 2016.
- Invalid clicks accounted for 23.2% of all clicks in 2017, a
slight increase from 21.7% in 2016.
- Invalid impressions peaked during the third quarter of 2017 at
32.3%.
- Invalid clicks peaked during the second quarter of 2017 at
24.4%.
- Across the four primary forms of internet content which include
industry verticals, portals, online videos and ad networks, invalid
impressions were highest for industry verticals and ad networks at
approximately 40% in 2017. Invalid exposure rates declined across
all four forms of internet content in 2017 compared to 2016.
- Invalid clicks declined across all four forms of internet
content in 2017, among which industry verticals experienced the
greatest decrease.
- Invalid click ratios for automobile, FMCG and consumer
electronics decreased in 2017 while invalid click ratio for
internet technology increase by 1.1 percentage points in 2017.
- As traffic increasingly shifts to mobile devices, invalid
traffic has become problematic for mobile advertising.
- Invalid impressions for mobile advertising trended downwards in
2016 and 2017 when compared with invalid impressions for PC
advertising.
- Invalid impressions and clicks for mobile advertising trended
upwards in 2017.
Mr. Guosheng Qi, Chief Executive Officer of Gridsum, commented,
"We released our white paper to provide data to advertising and
digital media agencies and promote the healthy and sustainable
development of the internet advertising industry. Leveraging our
big data capabilities, we are able to provide industry
professionals with what we believe to be very helpful analysis on
invalid impressions and clicks, frequency, geographic origins,
website heat maps, user behavior and other multi-dimensional
indicators. We will continue to work with authoritative
organizations and companies across the industry to help clean up
China's internet advertising
industry, promote increased transparency of advertising data and
construct a healthy and sustainable internet marketing ecosystem.
In addition, Gridsum's Marketing Automation Solutions use
market-leading machine learning and AI technologies to
automatically detect and prevent paid click fraud for our clients.
This is one of the ways that Gridsum helps increase our clients'
marketing ROI and business KPIs in a timely and quantifiable
manner."
Gridsum has made the Gridsum Real Time Invalid Ad. Traffic
Monitoring Service available on its product website.
About Gridsum
Gridsum Holding Inc. (NASDAQ: GSUM) is a leading provider
of cloud-based big-data analytics and AI solutions for
multinational and domestic enterprises and government agencies
in China. Gridsum's core technology, the Gridsum Big
Data Platform, is built on a distributed computing framework and
performs real-time multi-dimensional correlation analysis of both
structured and unstructured data. This enables Gridsum's
customers to identify complex relationships within their data and
gain new insights that help them make better business decisions.
The Company is named "Gridsum" to symbolize the combination of
distributed computing (Grid) and analytics (sum). As a digital
intelligence pioneer, the Company's mission is to help enterprises
and government organizations in China use data in new and
powerful ways to make better informed decisions and be more
productive.
Safe Harbor Statement
This announcement contains forward-looking statements. These
forward-looking statements are made under the "safe harbor"
provisions of the U.S. Private Securities Litigation Reform Act of
1995. These statements can be identified by terminology such as
"may," "will," "expects," "anticipates," "aims," "future,"
"intends," "plans," "believes," "estimates," "likely to" and
similar statements. Among other things, quotations from management
in this announcement as well as Gridsum's strategic and
operational plans contain forward-looking
statements. Gridsum may also make written or oral
forward-looking statements in its reports filed with, or furnished
to, the U.S. Securities and Exchange Commission, in its annual
reports to shareholders, in press releases and other written
materials and in oral statements made by its officers, directors or
employees to third parties. Statements that are not historical
facts, including statements about Gridsum's beliefs and
expectations, are forward-looking statements. Forward-looking
statements involve inherent risks and uncertainties. A number of
factors could cause actual results to differ materially from those
contained in any forward-looking statement, including but not
limited to the following: unexpected difficulties
in Gridsum's pursuit of its goals and strategies; the
unexpected developments, including slow growth, in the digital
intelligence market; reduced demand for, and market acceptance
of, Gridsum's solutions; difficulties keeping and
strengthening relationships with customers; potentially costly
research and development activities; competitions in the digital
intelligence market; PRC governmental policies relating to media,
software, big data, the internet, internet content providers and
online advertising; and general economic and business conditions in
the regions where Gridsum provides solutions and
services. Further information regarding these and other risks is
included in Gridsum's reports filed with, or furnished
to, the Securities and Exchange Commission. All information
provided in this press release is as of the date of this press
release, and Gridsum undertakes no duty to update such
information except as required under applicable law.
For more information, please
visit http://www.gridsum.com/.
Investor Relations
Gridsum
ir@gridsum.com
Christensen
In China
Mr. Christian Arnell
Phone: +86-10-5900-1548
Email: carnell@christensenir.com
In U.S.
Mr. Tip Fleming
Phone: +1 917 412 3333
Email: tfleming@christensenir.com
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SOURCE Gridsum Holding Inc.