Media Metrix will track ad-serving Web networks

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Media metrix will include ad-serving networks in its mix of tracking reports, with the first expected by mid-July.

While the company has been preparing Web traffic reports for clients, it will begin selling an Ad Sales Network Report to advertisers. Included in the new report will be DoubleClick, 24/7 Media, LinkExchange and Zulu Media, formerly Softbank Interactive Marketing.

DoubleClick has been looking for some time for a third-party reporting service to show advertisers, said Wenda Harris Millard, exec VP-marketing and sales. Most, if not all, of the Web measurement services track only individual-site traffic.

"It will be a good thing to see how powerful the reach of the ad networks is," said Rich LeFurgy, chairman of the Internet Advertising Bureau and senior VP, Buena Vista Internet Group.


However, he added, "Smart buyers will want to know how much it takes to deliver that reach level. You have to get to a threshold level," he said, referring to the size of the ad buy across the network.

Using the latest monthly Media Metrix numbers, DoubleClick reached 29.4% of the Internet audience worldwide in April. That means in reach, DoubleClick would fall third behind the No. 1 and No. 2 sites, America Online at 46.3%, and Yahoo! at 42.4%

And although the leaders are content sites vs. an ad network, Doug McFarland, senior VP-general manager at Media Metrix, said, "If you look at the top 50 domains ... if DoubleClick were an individual site, it would be third in reach."


Advertisers can then compare by reach what kind of buy they would get, similar to a network TV buy, for instance.

The new ad-serving report from Media Metrix will be included in the company's evolving plan to combine its various databases into a product called Web Plus, which will be ready sometime before the end of the year, Mr. McFarland said.

Media Metrix now tracks users' activity with a number of Web site category reports. In Web Plus, individual companies will be compared in category, and also listed together in one list.

While Web directory Look-Smart left the DoubleClick network last week to build and use its own sales force, DoubleClick will announce several new additions to its network, including TV Food Network and a 20th anniversary "Animal House" college site to be launched in the fall.

Copyright June 1998, Crain Communications Inc.

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