Media Metrix Buys AdRelevance for $59.4 million

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Only a month after its launch, Seattle-based ad tracking company AdRelevance Inc. this week agreed to be acquired by Media Metrix, which measures online media, in a stock-for-stock transaction valued at $59.4 million.


The purchase allows New York-based Media Metrix to expand its audience and e-commerce rating functions by incorporating the AdRelevance Ad Reporting Service's automated tracking program that allows Internet marketers to monitor competitors' Web advertising and identify similar online opportunities.


Scouring the Web 24 hours a day, the AdRelevance service collects detailed public-domain information about ad banners, buttons, textlinks, interstitials and rich media. Once corralled, this data is warehoused, classified, statistically analyzed and correlated to AdRelevance's archive of Web traffic data.


OgilvyOne, Dahlin Smith White, McCann/Anderson & Lembke, Deutsch, StarCom IP, TeamOne and Magnet Interacting are beta testing the AdRelevance service. Subscribers will annually pay from $25,000 for basic service to $100,000 for an expanded package.

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