Solbright Inc., which offers
Web-based software for the management of online advertising, on Wednesday
teamed with measurement firm Nielsen//NetRatings in a bid to
make their products work together.
The two companies aim to let customers move planning information, created
with the help of Nielsen//NetRatings data, directly into Solbright’s
Dispatch system. Dispatch helps with the buying, trafficking, and reporting
process.
“With this partnership, media buyers can now have the best of both
systems — planning data from the Nielsen//NetRatings services and media
buying and campaign management from Solbright — providing a comprehensive
end-to-end solution,” said Key Compton, chief executive officer of
Solbright.
Solbright’s approach is just one example of how start-up companies are
trying to streamline the process of buying and selling Internet media. The
ones getting the most attention as of late have been online media
marketplaces like many of which have also integrated measurements and
ratings into their systems.