Nielsen Media Research (NYSE: NMR) and NetRatings announced yesterday that they are combining their Internet audience measurement initiatives. According to the two firms, Nielsen brings sampling expertise to the initiative while NetRatings offers Web-tracking technology.
The combined initiative will be able to track advertising exposures, provide projectable demographic information on the exposures, and determine the effectiveness of advertising reaching various demographic groups, the companies said. As part of the agreement, Nielsen announced it will acquire significant equity in NetRatings and that two Nielsen executives will join Milpitas, CA-based NetRatings. They did not disclose financial details.