The stock of Nielsen Hld Rg (NYSE:NLSN) closed at $38.62 losing 3.09% in yesterday’s trading session. This provider has made an announcement citing that it will join the cooperation agreement with JD.Com Inc (ADR) (NASDAQ:JD). Together with the Chinese partner, they hope to succeed at formalizing the collaborative unveiling of the Multi-Touch Attribution (MTA) offering in China.

It goes without saying that indeed the various MTA solutions are quite instrumental. They help marketers gain a much better understanding of market dynamics. They are able to assess the sales impact of both marketing and advertising investments. That is of course across a wide array of media platforms.

Playing out their expected roles in this undertaking, the two companies will be seeking out marketing the MTA offering. As a result, the various marketers will be in a position to clearly determine both the effectiveness as well as the return on investment (ROI) of ads. This will be undertaken both in and outside of JD.com.

While recently addressing a number of journalists recently, one of the top officials working with the provider made an important point. He outlined that they hoped to help the various advertisers in a major way. One of them was to make it a lot much easier for them to allocate both marketing and advertising budgets to increase their ROI.

One thing that is very clear in recent times is the fact that the major increase in the digital marketing investments has culminated into heightened complexity. The consumers are consistently getting exposed to a wide range of the multiple media touch points. This has indeed been across several platforms as they struggle to make their respective purchases. In fact, it has gotten practically impossible for marketers to actually get a real measurement of the effectiveness of their respective investments

The managing director of Nielsen China, Vishal Bali while addressing several news reporters opined, “The increased fragmentation of online media has created a landscape where consumers are seeing and clicking on hundreds of touch points before they make a purchase.”