DoubleClick is expected to announce today that it has entered a partnership with comScore Networks, a Reston, Va.-based database company, to bolster its position in the online audience measurement business. The companies' first venture will be the marketing of comScore measurement product netScore to New York-based DoubleClick's client base.
ComScore's database consists of 1.5 million opt-in people. The product also measures the tendency to purchase online by those in its sample through a proprietary Buying Power Index. Last month, DoubleClick completed its acquisition of another measurement company, @plan.
Disney focuses Internet
strategy on Web women
Disney Online, the segment of the Walt Disney Internet Group that manages Disney.com and Family.com , began a road show last week, targeted toward advertisers and agencies. The presentation touts research it has commissioned with New York-based Cyber Dialogue showing the preponderance of women on the Internet and the time they spend there. The results of the study will be released today. "What we want to do is let people know that we're serious about research and we're serious about developing knowledge about our platform," said Ken Goldstein, exec VP-managing director of Disney Online.
The research showed that there are almost as many women online in the U.S.-41.3 million-as men, at 43.6 million. It also showed that the women in the study are spending 47% of their weekly media consumption online. Web sites and other online services, excluding email, account for 31% of online time. Email accounts for another 16% of media consumption.
Goldstein said he hoped the data would encourage advertisers to look more closely at making Internet advertising part of the same consideration list as traditional media. Of Disney's recent decision to close its portal, Go.com, Goldstein said it reflected the company's need to focus on the online media brands where it is already strong.
Some word of mouth
surrounds Word of Net
Word of Net CEO Eric Sanders confirmed speculation last week that the company is looking for partners to boost its measurement business. The company, which measures a brand's total online visibility, is talking to "all the potential obvious partners in our space," he said. He also stated that a variety of combinations was possible, not all involving a potential purchase of the company.