DoubleClick Teams With ComScore Networks on Audience Measurement

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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.


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