DoubleClick, Interactive Market Systems announce alliance

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New York--DoubleClick and Interactive Market Systems on Wednesday announced an alliance to integrate IMS' online reach and frequency planning technology, called WebRF, with DoubleClick's MediaVisor, which is an online campaign management tool that enables marketers to plan, buy and execute online advertising. Marketers will now be able to measure reach and frequency online using metrics that are similar to print, radio and TV advertising, and incorporate that process into MediaVisor. WebRF is marketed jointly by IMS and Nielsen//NetRatings, both VNU companies.
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