DoubleClick Teams With ComScore Networks on Audience Measurement

Share this article:
DoubleClick Inc. has entered into a partnership with comScore Networks, Reston, VA, a provider of Internet infrastructure services, to create a suite of online audience measurement products.


Financial terms of the deal, which was announced yesterday, were not disclosed.


The first product to come out of the partnership is netScore, a service based on comScore's database of more than 1.5 million opt-in names that continually captures Web traffic and information about purchase transactions.


ComScore said the netScore service addresses issues that have prevented Internet ratings services from supplying data that match sites' own server logs. These issues include inadequate sample sizes and inadequate representation of all key consumer segments. The company said the data will help Web sites develop a "more complete and accurate understanding" of consumers' online behavior.


DoubleClick, New York, said it will sell the netScore service exclusively to its client base of 5,500 advertisers, ad agencies and Web publishers.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in News

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.

NBA Names Insurance Exec as its CMO

NBA Names Insurance Exec as its CMO

Nationwide and State Farm veteran Pamela El takes the league's marketing helm next month.