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Media Metrix muscles up

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Media Metrix Inc., New York, demonstrated a series of improvements to its Internet measurement services, which it says will dramatically improve the ability to measure the return on investment for digital media campaigns. The company said its AdRelevance service would increase by June the number of sites it regularly surveys for traffic and advertisements to reach more than 500,000 uniform resource locators. The groundbreaking service now scans about 3,000 URLs. Also, Media Metrix has improved the ease-of-use of its user interface, employed by media strategists to get information and analysis. The significance is that Media Metrix is rapidly expanding automated ad measurement techniques that are predicated on Web-site traffic, as opposed to user panels. That type of data is of interest to b-to-b direct marketers focused on dollars earned from an advertising campaign instead of building brand awareness. The cost of Media Metrix's services begins at roughly $60,000 a year. The announcement was made at the @d:tech Worldwide conference in San Francisco.
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