By: Ann M. Mack
(Adweek IQ) Its second purchase in less than a month, NetRatings snapped up DoubleClick’s @plan, a syndicated survey-based audience measurement tool for Internet media planning, buying, and selling.
The Milpitas, Calif.-based Internet audience measurement firm said that it bought @plan for $18.5 million in cash and stock. Included in the purchase is @plan’s base of over 200 clients, existing contracts, technology, historical data, and related intellectual property.
Last month, NetRatings acquired substantially all of the assets of the AdRelevance division of Jupiter Media Metrix for $8.5 million.
With the @plan buy, NetRatings hopes to help advertisers refine their online marketing strategies by offering more lifestyle, demographic, and attitudinal information.
Additionally, NetRatings has signed a multi-year, data-license and integration agreement with DoubleClick. The deal calls for NetRatings to share Nielsen/NetRatings and @plan research data with the New York-based online ad giant. The two companies also intend to collaborate on the development of reach and frequency campaign planning tools.