NetRatings, Inc. and DoubleClick Inc. today announced NetRatings' acquisition of DoubleClick's @plan products and the formation of a strategic multi-year research partnership that provides for the
integration of Nielsen//NetRatings and @plan research data into DoubleClick's ad management products and services. @plan is the syndicated survey-based audience measurement tool for Internet media
planning, buying and selling. The price tag of the deal is $18.5 million in cash and stock.
Under the data license and integration agreement, Nielsen//NetRatings and @plan research will be
integrated into DoubleClick's DART and MediaVisor products. According to the announcement, this integration will provide clients with a more efficient system of planning, reporting and analyzing
online marketing campaigns and will further enhance DoubleClick's ad management offerings.
Company officials said Nielsen//NetRatings and DoubleClick will also collaborate on the development of
reach and frequency campaign planning tools.
With the acquisition of @plan, NetRatings further expands its ability to help advertisers and marketers refine their online marketing strategy through an
extensive array of user lifestyle, demographic and attitudinal information.
NetRatings has acquired the @plan research product line, including its base of over 200 clients, existing contracts,
technology, historical data, and related intellectual property.