Business Services Industry
Measuring online ads with fewer players, more data.(Brief Article)
B to B, July, 2002 by Bannan, Karen J.
The online advertising measurement industry is starting to look a bit like the telecom industry did before the breakup of Ma Bell. Within the past year, consolidation has winnowed the group down to only a handful of firms.
NetRatings acquired Jupiter Media Metrix's ad measurement unit, AdRelevance. ComScore snapped up Jupiter's Internet Audience Measurement service. CMRi bought Evaliant Media Resources. LookSmart absorbed technology and executives from Primary Knowledge. And DoubleClick bowed out of the measurement space, taking an equity position in Dynamic Logic, a New York research and online measurement firm.
While these developments have some industry watchers crying foul, others say it doesn't matter because online advertising measurement is...
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