NIELSEN AND MBS TO MEASURE INTERNET ADS
By Adnews Staff
A.C. Nielsen of Markham, Ont. has teamed up with Media Buying Services of Toronto to measure the effectiveness of advertising on the World Wide Web. Their joint study, called Project E-meter, will track advertising of 12 companies over a two-year period beginning in June. The companies include publishers, broadcasters, pharmaceutical firms, car makers and airlines. Researchers will measure Web audiences and report on the data's usefulness and strategic importance.
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