Competitive Media Reporting this week launches a new company, dubbed InterMedia Advertising Solutions, to provide online ad spending data. The company will be led by President Joseph Philport, who previously oversaw AdLab, a CMR pilot program providing similar research.
Separately, @plan., a startup based in Stamford, Conn., is snapping up well-known Internet ad execs in a bid to bring substantial research capabilities to marketers interested in targeted advertising.
FOCUS ON AD TRACKING
At CMR, the goal is to add Internet ad measurement to its data on ad spending in other media.
"We'd like to be able to build focus around our advertising tracking mechanism [for interactive clients]," Mr. Philport said.
CMR monitors more than 165 sites for clients including Softbank Interactive Marketing and Modem Media, Westport, Conn. By yearend, Mr. Philport said, clients will be able to compare Web ad spending with spending on other measured media.
@plan., meanwhile, is starting to meet with ad agencies and Web publishers to pitch its services.
The company is led by CEO Mark Wright, most recently chief operating officer of Nashville agency Ericson Marketing Communications. Other @plan. execs include President Karl Spangenberg, former VP-worldwide advertising at Infoseek Corp., and Exec VP Susan Russo, who was general manager of Rodale Interactive.