CHICAGO (AdAge.com) -- Online audience measurement company NetRatings has acquired DoubleClick's @plan research product line, according to the company.
As part of the deal, worth $18.5 million in cash and stock, NetRatings takes over @plan's existing contracts with 200 clients.
The two firms also signed a multiyear partnership to integrate Nielsen/NetRatings audience measurement services and @plan research data into DoubleClick's online advertising products and services. The goal of the effort is to provide marketers with a better system for planning, reporting and analyzing Internet ad campaigns, the company said.
Acquisition of @plan, a syndicated survey-based audience measurement tool for online media planning, buying and selling, also gives NetRatings ownership of related technology and client historical data.
