MORE COUNTERS ON THE INTERNET
By Adnews Staff
The Web site trackers are going into full swing. Among the most recent happenings in the world of people taking head counts on the Internet, Intersé Corporation of California has joined a New York-based interactive research consortium called the Interactive Alliance. The consortium provides information for users of interactive media, such as advertisers, agencies, network operators and content providers. Intersé sells software that provides a count of visits to a web site and the action taken by the viewer during each visit. The alliance will bring out products for Internet advertisers in the first quarter of 1996. The consortium was founded by Next Century Media of New York and the Arbitron Company. Others members include McCollum Spielman Worldwide and MarketCast.
Meanwhile, Los Angeles-based NetCount is offering its Web tracking services free to parties with Web sites. It hopes to build a database of sites that will allow comparisons of traffic among Web locations. NetCount will charge media buyers for reports and sell home page owners additional information about their sites.
The Canadian Advertising Research Foundation has joined forces with the Association of Canadian Advertisers and the Institute of Canadian Advertising to develop guidelines for interactive media audience measurement. The principles will apply to electronic media, the Internet and interactive television. They will be in line with principles released Oct. 2 in the U.S. by the Coalition for Advertising Supported Information & Entertainment. The group was a joint project of the Association of National Advertisers and the American Association of Advertising Agencies.