Internet audience measurement and analysis firm NetRatings Inc. yesterday said it bought Jupiter Media Metrix's AdRelevance online advertising measurement unit for $8.5 million.
Under the terms of the deal, Milpitas, CA-based NetRatings will acquire AdRelevance assets, including its services, employees, historical data, patent applications, trademarks, copyrights and a client roster of 150 clients. It will also take on certain unspecified liabilities.
AdRelevance products will now be sold alongside of the Nielsen//NetRatings suite of audience measurement services.
Will Hodgman, former president of the Jupiter Media Metrix Measurement Group will join the NetRatings team. He will report to William Pulver, CEO of NetRatings.
Founded in 1998, AdRelevance, Seattle, WA, was bought by Media Metrix for $59.4 million in fall 1999. Media Metrix and Internet consultancy Jupiter Communications, New York, merged in 2000.
According to a recent filing with the Securities and Exchange Commission, Jupiter Media Metrix may run out of cash by the middle of May.
