Internet audience measurement firms Media Metrix and RelevantKnowledge
merged Monday.
A Media Metrix spokeswoman would not
disclose any financial details. The company will be known as Media Matrix.
The alliance of Media Metrix and RelevantKnowledge will result in
one of the largest Internet audience measurement companies. The merged
company plans to provide coverage of all digital media, including
the traffic of more than 15,000 Web sites and surfing habits of
more than 40,000 Internet users. The data collected is compiled
into monthly weekly reports and also fed in real time to subscribers.
Drew Ianni, online advertising analyst at Jupiter Communications,
said the merger should help create a standard for Web audience
measurement.
“Both companies are reputable but there’s been some back and
forth about methodologies, how they measure and rank their
findings. This will provide one flavor for a unified standard.”
The companies characterized the merger as a “response to industry
demand for an objective, accurate and reliable standard in Internet
and digital media audience measurement.” The companies said
members of every online sector–including Web sites operators,
advertisers, and measurement companies–have been pushing for a
better system.
“The merger creates a company that answers the industry’s need
for a single, accurate and reliable standard in Internet audience
measurement,” said Mary Ann Packo, president of Media Metrix,
Inc. “Such a standard is necessary, as the industry has
acknowledged that audience measurement is the driving force of
Internet growth.”
Another merger component is fierce competitiveness in the field,
according to Ianni.
“As soon as Nielsen Media ramps up, it makes
more sense for Media Metrix and Relevant to team together,
building a strong relationship and leveraging their efforts.”
Additional contenders in the field also include PC Data, according
to Ianni.
Together Media Metrix and RelevantKnowledge have more than
250 clients, such as Microsoft, AOL, Intel, IBM, GM, Yahoo!,
Netscape, Excite, CNN, Disney and Amazon.com, in addition to ad
agencies, financial institutions and technology companies. Media
Metrix said its client companies combined represent roughly 85
percent of the total dollars spent on Internet advertising, marketing
and e-commerce.
The companies plan to offer new services in addition to audience
measurement, that will include e-commerce, local market ratings
and analysis via real-time transmission. New special services will
feature Ad Sales Network Reports, E-Commerce Measurement
Services, Qualitative Research, a line of Software and Technology
measurement services and special Industry Sector Market Reports.
“The merger of Media Metrix and RelevantKnowledge creates a
product portfolio that is without peer,” said Jeff Levy, vice chairman and
board member
of Media Metrix.
“By combining our efforts, we
have created the ability to provide our customers with a level of
service far greater than either company could have provided
working alone. The new Media Metrix will clearly play a
leading role in shaping the industry standard for Internet audience
measurement and enabling the growth of online advertising and
e-commerce businesses.”
—Contributed by Michele Masterson
