By: Scott Van Camp (
Adweek Magazine's Technology Marketing) Internet measurement and analysis firm Nielsen//NetRatings announced that it has acquired a majority interest in RedSheriff, a site-centric-based audience measurement company.
The acquisition moves Milpitas, Calif.-based NetRatings, known for its panel-based Web measurement, into the site analytics space. Companies have complained about discrepancies in the numbers between panel-based and site-specific data. NetRatings hopes to quell those complaints by somehow combining the two types of measurements.
"Our clients have been calling for increased clarity around the metrics provided by panel-centric and site-centric research to support the growth of online advertising," said William Pulver, president and CEO, NetRatings, in a statement.
Under the terms of the agreement, NetRatings takes a 58% stake in RedSheriff for approximately $12 million in cash. NetRatings said it anticipates purchasing more shares and is prepared to acquire the entire company.
RedSheriff, with headquarters in New York and Sydney, has 63 employees and 12-month trailing revenues of approximately $7.5 million through Sept. 30, 2003.
Nielsen//NetRatings is affiliated with
Adweek parent VNU.
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