Interse passes ABC standards test

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Interse President Terry Myerson, 27, says he's not afraid of the competition especifically, I/Pro and NetCount. The reason: his product, Market Focus, was the first to be judged fit for approval by the Audit Bureau of Circulations verification group.

With more than 1,300 customers and a licensing fee model he described as "insourcing," Mr. Myerson said about 5% of his clients are media companies, 15% are ad agencies or rep firms and the rest are larger corporations..

It's clear that the industry needs to standardize its auditing procedures so interactive media will be measurable and valid. But once the auditing has taken place, or data has been delivered, who analyzes it and for what purpose varies by agency and client.

"The value proposition we offer is a method for seeing return on investment," he said. "I think the agency is responsible for a lot of it: placement data, and also site data. But having said that, the people making the investment are largely marketing groups..

Publishers wondering how an advertiser performed might use NetGravity or Interse, he said, while an agency wanting data on a cross-site campaign would use FocaLink or DoubleClick resources..

Interse is not the only product promising accurate tools to complement Web auditing: new company Webthreads, Vienna, Va., launches on July 29 with corporate client IBM Corp. The standalone software performs counting, auditing and tracking and also manages dynamic content creation for a one-time $895 price. Interse charges a one-time $7,000 licensing fee.

Webthreads will add ad-management tools to the product this fall and is in talks with ABC about a technology partnership..

Copyright July 1996 Crain Communications Inc.

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