NetRatings Inc. in Milpitas, CA,
launched a service that links Web site visits and banner advertising click
rates with detailed user demographic data.
The product, called Online Observer, provides weekly, monthly and quarterly
reports. It is aimed at helping advertisers and ad buyers analyze and plan
where to place online marketing.
Data is collected by tracking the Web usage of a panel of 2,000 people who
have provided detailed demographic, lifestyle and behavioral information,
according to Reuters.
Panel members are recruited through the Web. Tim Meadows, NetRatings vice
president for marketing, was quoted as saying plans are to expand the panel
to 25,000 users.
Panel members answer a battery of questions which include standard
demographics such as age, gender, income and education, as well as questions
about ethnicity, political affiliation, leisure activities, ownership of
electronics and luxury items, and hotel and airline preferences.
Privately held NetRatings, founded last July, competes with such companies as
Media Metrix, Relevant Knowledge and @Plan in the field of Web audience
measurement.