Nielsen Media Research and NetRatings Inc. are forming a
strategic alliance to
join their Internet audience measurement operations.
The companies said they will create a new service “to provide the media
industry with the most reliable and accurate information on how people are
using the Internet.”
Nielsen Media Research is putting together a representative panel of Internet
users while NetRatings offers its measurement software to track Web site
activity and ad exposure. As a result, the new service can track advertising
exposures, provide projectable demographic information on the exposures, and
determine the effectiveness of advertising in reaching various demographic
groups, the companies said.
Under the terms of the agreement, New York City-based Nielsen Media Research
will acquire a “significant” equity position in Milpitas, CA-based NetRatings,
Nielsen Media Research executives will join NetRatings’ board of directors.
Financial terms were not disclosed.
“We started NetRatings to create and develop the best technology for Internet
measurement with the goal of providing accurate, reliable information on how
people actually use this vast and potent resource,” said Dave Toth, NetRatings
and chief executive officer. “Our relationship with Nielsen Media Research
provides the perfect way to leverage our technology and puts us on the fast
track to realizing our goal.”
NetRatings has already begun the process of modifying its measurement software
for use in the Internet panel, and the companies expect to report data in the
first quarter of 1999.
Consolidation seems to be the name of the game in the measurement business. On
Oct. 13 MediaMetrix and RelevantKnowledge merged. The merged company, which
took the MediaMetrix name, 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.
NetRatings said it will continue to operate as an independent company and
continue to expand its current offerings.