Narrowline, a transaction and Internet
research company, and NetRatings, a Web-audience measurement and research firm, formed a strategic alliance designed to deliver a broad
range of information and services to the clients of both companies.
Under terms of the agreement, Narrowline and NetRatings will exchange research
data and develop joint online studies, combining Narrowline’s site-specific,
user-intercept technology and 16,000-person Internet User Panel with
NetRatings’ user-centric, syndicated site and banner tracking methodologies.
The companies also plan to offer preferential rates to their separate
customers. Financial details were not disclosed.
“Our No. 1 goal is to provide our customers with reliable information about
Internet advertising and the sites on which they’re placing ads,” said Peter
Ostrow, senior vice president of Narrowline. “We’re delighted to offer users
of our NMX ad transaction system a link to selected site and ad banner information from
NetRatings will add Internet reach and frequency data to the index of site-
specific Audience Profile Surveys that media buyers use to plan online
campaigns through NMX, the Narrowline Media Exchange, the companies said.
“NetRatings’ strategic relationship with Narrowline benefits our clients,
who will be able to access critical Internet marketing intelligence from a
single source,” said Tim Meadows, NetRatings’ vice president of marketing.
Combined, the companies said their offerings will provide a comprehensive view
of online audience behavior across small, medium and large sites, including
populations that typically opt out of panel-based studies, such as business,
international, military and educational users.
A consolidated index of Narrowline and NetRatings research will be available
to advertisers through the NMX system, which currently features over 150 Web
publishers and more than 200 registered media buying organizations.