By: Jennifer Owens

New Unit To Compete With Media Metrix, Nielsen

(Adweek IQ) In a move that puts it closer to repositioning itself
as an online advertising infrastructure company, New York-based
DoubleClick Monday introduced a new independent research division
called Diameter, designed to serve Internet advertisers,
publishers, and e-tailers and to compete with such research
heavyweights as Jupiter Media Metrix and Nielsen NetRatings.

Diameter will offer three areas of research: media intelligence,
audience measurement, and advertising effectiveness. Lead by Doug
Knopper, vice president and general manager, the division has 55
employees in two offices – New York and San Francisco –
and includes a separate sales force and client services
department from DoubleClick. Analysts have previously predicted
that DoubleClick will likely sell off its media business to avoid
any conflict of interest with its research one.

“Research is one more service that we can offer to clients across
the board,” said Knopper. He noted, too, that “research underlies
every part of our business. We’ve made a very strong commitment
to it. “

That commitment stems, in part, from DoubleClick’s recent
acquisition of @plan, an online market research company making up
the foundation of Diameter’s media intelligence unit. Formerly
known as Gutenberg, @plan Advertising will offer consumer
behavior data, updated quarterly, from a random sample of 40,000
current U.S. adult Web users. Similarly, @plan E-Commerce,
formerly known as Kepler, will provide retail sites with
information on consumer shopping and purchase experiences.

Diameter’s audience-measurement capabilities will come from
DoubleClick’s recent deal with comScore Networks to create a
suite of Web measurement tools. The first of these products,
launched in late January and called netScore, claims a sample
size of 1.5 million opt-in users and tracks site traffic from
home, work, school, and international users. Additionally,
netScore applies a “Buying Power Index” to its traffic figures to
help Web publishers better understand the value of visitors,
based on their actual online purchases across all sites on the

“Media planners can get the in-depth intelligence needed to make
decisions,” said Knopper.

Finally, Diameter will offer ad-effectiveness tools based on
DoubleClick’s existing DART technology and using what Knopper
calls a “traditional branding metric” to measure the impact of ad

To do that, Diameter will offer three effectiveness products:
creative testing, involving a single impression test; brand
measurement, testing frequency levels to determine how many
exposures are needed to optimize an ad’s impact; and campaign
evaluation, using data mining to track campaigns from beginning
to end.

Copyright 2001, Editor & Publisher.

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