Internet measurement heats up

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With the Internet World show less than a week away, Internet measurement companies are forging alliances and unveiling services in an attempt to stand out from the crowd.

NetCount, a spinoff of Web developer Digital Planet, makes its long-awaited introduction at Internet World. The Los Angeles-based company will offer basic Web tracking services free to any Web site owner. It hopes that business strategy will enable it to build a deep database of Web sites, enabling apples-to-apples comparisons of a site's traffic.

NetCount will charge media buyers for industry reports and Web site owners for additional information about their site.

NetCount's first alliance is with BBN Planet, an Internet access provider and Web developer. BBN will offer its services to customers of its WebAdvantage services.

Interse Corp., a Sunnyvale, Calif., supplier of software and services for Internet commerce, has joined the Interactive Alliance, a consortium founded by new media consultancy Next Century Media, New Paltz, N.Y., and Arbitron NewMedia, New York, to provide information solutions for interactive media users.

Interactive Alliance will offer several products for World Wide Web site analysis based on Interse's market focus software. The software, due out in first quarter 1996, will offer package-goods companies the ability to measure user demographics and advertising value.

Internet Profiles Corp., San Francisco, a Web measurement and auditing company allied with Nielsen Media Research, said it has partnered with a number of Web development companies including CKS Interactive, Free Range Media, Poppe Tyson, Vivid Studios, the Delahaye Group and Integrated Media Services. The WebPartner program allows a company that's designing or maintaining Web sites to incorporate I/Pro's suite of products and services that track Web site usage.

Group Cortex, Philadelphia, released its SiteTrack 1.0 software for tracking Web sites. Unlike I/Pro, which analyzes data that Web site owners send to it, SiteTrack resides on a company's Web server and tracks traffic directly. Gropu Cortex is selling SiteTrack for $3,500 until Dec. 1; the price rises to $5,000 after that point.

"It's a complete drop-in solution for pre-existing Web sites," said Brent Halliburton, Group Cortex president. Among SiteTrack's advantages, he said, is a tool for Web site owners to create pages that adapt to the choices a user makes as he or she surfs through a site.

Lastly, the Newspaper Association of America, Reston, Va., said Tuesday that it supports moves by the Advertising Research Foundation and the Coalition for Advertising Supported Information & Entertainment to establish Internet measurement principles. NAA invited industry experts to share their findings at an NAA conference.

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