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Media Metrix and RelevantKnowledge merged, establishing Media Metrix, The Power of Relevant Knowledge as one of the larger and more comprehensive Internet audience-measurement entities with monthly, weekly, and real-time reports of 15K web sites and online properties for 250+ clients. Hoping to become the Internet's version of Nielsen ratings, Media Metrix will use its 40K Internet user database to create "the standard" for online measurement. "Such a standard is necessary, as the industry has acknowledged that audience measurement is the driving force of Internet growth," says Media Metrix Pres Mary Ann Packo. The new entity's client companies represent about 85% of the total dollars spent on Internet advertising, marketing, and e- commerce, prompting the new company to move beyond standardizing simple audience measurement. "The new Media Metrix will enable the growth of online advertising and e-commerce businesses," said Media Metrix Vice-Chmn Jeff Levy. It will do that with patented software "meters" that track click-by-click usage of HHs and businesses for clients such as AOL (AOL), Microsoft (MSFT), Yahoo! (YHOO), Netscape (NCSP), Disney (DIS) and Amazon.com (AMZN). - In other related convergence news, the Direct Marketing Assoc, or Junkmailings-R-Us, is expected to merge with the Assoc of Interactive Media, realizing that online appeals are cheaper than killing forests and keeping the US Post Office in business.