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Web measurement service Media Metrix agreed to buy Web ad tracking start-up AdRelevance for $59.4 million in stock, plus $6.3 million in stock if AdRelevance meets performance goals.

Using AdRelevance to track Web ad placement, creative and estimated spending, Media Metrix will mount a play to compete with rival NetRatings.

AdRelevance collects its data from computer servers; NetRatings disputes the approach since it lacks demographic breakdowns. NetRatings, which is in the process of going public, gets its data from panels of home PC users and leads in delivering banner advertising tracking data.

Chat . . .

A dot-com pal explained to Ad Age recently that there are only two kinds of dot-coms: pre-IPO and post-IPO . . . which brings us to an e-mail we received last week: "Hi, We have had a Internet store on for one month and have not received one sale or order on it yet. What are we doing wrong or how can get orders? Thanks. Karen."

Dear Karen: Is your store by any chance Just curious. (No hard feelings, We do have a suggestion: File for your initial public stock offering.

See, sales don't matter on the Internet. Just go public, put half the money into a big ad campaign and keep the rest for yourself. But be prepared to clear out

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