"There are two reasons we are setting this company up as a free standing unit," said Mr. Philport. "We'd like to be able to build focus around our advertising tracking mechanism [for interactive clients]. And our second priority will be to roll out other products, be they databases or other applications, as the market is ready to accept them."
CMR already monitors more than 165 Web sites for clients including Softbank Interactive Marketing, Hearst New Media, Young & Rubicam, Modem Media and Anderson & Lembke. Its new service will compete head-on with Jupiter Communications' AdSpend.
While InterWatch began as AdLab, a product that measured virtual ad space for online magazines and other online media, it expanded in July 1996 to begin measuring online ad spending. Mr. Philport said InterWatch by yearend will offer Web ad spending reports in a format that allows clients to compare an advertiser's Web spending directly with what the advertiser has spent in the other eleven traditional media CMR's AdSpend measures.
Copyright May 1997, Crain Communications Inc.