Key to the system is a database containing information on 40,000 Web users, developed with the Gallup Organization, which advertisers can use to analyze demographic, usage, brand preference and other user information to plan their Web buys.
WEB AUDIENCE ANALYSIS
"It provides some objective third-party analysis of audience for Web sites," said John Nardone, director of media research for interactive agency ModemMedia, which has signed up as a client of @plan.
"It begins to get you close to being able to transfer Web usage into traditional reach and frequency metrics," he said.
The @plan system combines user database information with ad rate and contact information, and reporting and planning tools.
Other charter clients include CNN Interactive, IBM Corp., Lycos, Microsoft Corp., National Geographic Interactive, Starwave Corp., Strategic Interactive Group, Wired Digital and Yahoo!
The startup was founded by Mark Wright, chairman and CEO of @plan, who was previously chief operating officer of agency Ericson Marketing Communications.
Other key @plan execs include President and Chief Operating Officer Karl Spangenberg, most recently VP-worldwide advertising sales for Infoseek, and Exec VP Susan Russo, formerly general manager of Rodale Interactive.
Bob Tortora, VP-chief methodologist at the Gallup Organization, is project manager for @plan.