The deal comes after the collapse of merger plans between NetRatings and online measurement rival Jupiter in February when the proposed $71 million deal was challenged by the Federal Trade Commission.
The acquisition of AdRelevance, which provides analysis of online advertising usage and trends, boosts NetRatings' research capabilities in the Internet advertising space. Following the collapse of merger plans with Jupiter, NetRatings announced it was discontinuing its AdSpectrum online advertising measurement service and laying off roughly 15% of its staff.
Will Hodgman, former president of Jupiter's Measurement Group, will join the NetRatings management team. The AdRelevance product family will be sold alongside the Nielsen/NetRatings suite of online audience measurement services.