Nielsen will use its Market Intelligence tagging tool across Microsoft’s homepage as well as its 3C (electronics), automotive, entertainment, fashion, lifestyle and news sites.

Nora Chung, MSN’s regional marketing manager said: “We are very excited about the insights Nielsen’s tagging service will provide us with, enabling us to more thoroughly understand the demographic profile of our users. This in turn will allow us to provide our advertiser and agency clients with independent, third-party metrics that they are familiar with to assist with their advertising spend decisions.”

Chung said that the technology would also enable MSN to compare and benchmark its performance against other online players in the Taiwan market.

Nielsen said that the MSN deal takes the number of companies in Taiwan using the Market Intelligence service to 10, including Carat, Mindshare, ZenithOptimedia and Starcom.

Sonia Liang, Nielsen’s business development manager for its online activities in Taiwan said: “We have certainly seen an increase in the level of interest in audience measurement data in the Taiwan market, and we are thrilled that a major player such as MSN has joined our growing Market Intelligence subscriber base.”