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Jupiter launches new ad planning system

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New York--Internet research company Jupiter Media Metrix Inc. announced a new ad planning system that applies the traditional reach and frequency model of media buying to the Internet.

The service, called the Jupiter Advertising Planning System, is designed to help advertisers evaluate the effectiveness of campaigns before they run.

It estimates the number of unique individuals that will be reached for an ad buy based on the number of gross advertising impressions, or Gross Rating Points (GRPs), purchased.

Traditional advertisers, who use GRPs in TV media buying, have been looking for a comparable system for Internet ad buying.

The system also determines the number of unique visitors reached in the client's specified demographic target with a particular ad buy, and reports the Target Rating Points (TRPs) for each element of the buy.

--Kate Maddox

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