DoubleClick Inc. and IMS on Wednesday linked the WebRF reach and frequency tool to DoubleClick's MediaVisor product. WebRF, jointly marketed by IMS and Nielsen//NetRatings, is a respondent level reach
and frequency planning tool for Internet audience measurement. This integration enables customers who subscribe to Nielsen//NetRatings data to transfer information between the two systems, forecast a
campaign's delivery and execute it through a synchronized interface. Shared customers can now access reach and frequency results directly from the MediaVisor environment. In addition, IMS WebRF users
can export lists of Internet properties into DoubleClick's MediaVisor product for further evaluation. Clients such as Universal McCann Interactive, Modem Media, Starcom IP and Optimedia, are among the
first users to access the IMS reach and frequency tool and the Nielsen//NetRatings data through DoubleClick's MediaVisor product. Company officials say this allows them to access Internet media
planning and research data using reach and frequency metrics similar to print, radio and television advertising.