Miaozhen announces new cross-device solution: UserGraph

Leading tech firm, Miaozhen has partnered with Drawbridge to deliver a game-changing algorithm.

UserGraph—the first and only cross-device solution for the Chinese advertising market—has been jointly developed by Drawbridge, the leading anonymised digital identity company, and its partner, Miaozhen Systems, China’s leading third-party marketing data technology company. 

Nowadays, with the increasing complexity of netizens’ media behaviour, the fragmentation of device IDs and cookies are beyond people’s imagination, which leads to wasteful and ineffective costs on unnecessary impression analyses for brand advertisers.

To overcome such challenges, Miaozhen Systems has developed UserGraph—a new cross-device recognition algorithm based on mass data—for brand advertisers to optimise digital ad serving. Along with cloud computing and a patented algorithm, UserGraph is able to collect and connect data together. UserGraph creates a portal for all parties in the marketing industry, where brand advertisers and media, as well as connected devices, can be linked. Besides Baidu, Alibaba and Tencent (BAT), the system is the first to seamlessly connect IDs from PC, mobile and digital TV, without violating consumer privacy. It can be applied to marketing in the era of big data, capable of raising ROI for brand advertisers in commercial activities.

Currently,  with Tencent’s sampling verification of its millions of QQ users, UserGraph has connected 300 million people with a 76-percent accuracy rate. The accuracy and coverage has been improving with continuous algorithm optimisation.

UserGraph has also been applied to many of Miaozhen’s products. From tracking, programmatic ad serving and data management platform to media plan optimisation, consumer insight and single-source panels, Miaozhen is ready to provide clients with more accurate cross-device optimisation and computing services by creating an open ecosystem where all parties are connected together. Miaozhen says it will continue to maximise the value of ad serving, and inspire more commercial value and marketing mode.