Critical to the plan, explained Paul Grand, NetCount chairman and founder, is that the service is customized to the Japanese market. ``We were able to change the whole way we process data,'' Mr. Grand said.
The service, which will be commercially available in September, is being tested by agencies in Japan's Digital Advertising Consortium, which includes some of Japan's top five ad shops.
According to investment firm Hambrech & Quist, San Francisco, Japanese home Internet usage is second to the U.S. in growth; Japan's 2.5 million users in '96 are expected to grow to 7.5 million by the year 2000. Japanese Web ad spending has lagged behind the U.S. because until now, Mr. Grand said, third-party measurement was limited to over-the-counter software, which analyzed data from a U.S. perspective. NetCount is also considering expanding into the U.K. and other European countries.
Copyright July 1997, Crain Communications Inc.