DoubleClick inks Web measurement deal

DoubleClick, the largest online advertising network, is hoping to make measuring Web traffic easier and more reliable through a deal announced Monday with ComScore Networks, a provider of data-based Internet infrastructure services. New York-based DoubleClick, which also sells ad technology, said it partnered with ComScore to create a new suite of products to measure Internet audiences.

Under the deal, DoubleClick will begin to sell a product from ComScore called NetScore to its more than 5,500 customers. NetScore uses a database of more than 1.5 million opt-in consumers to calculate Web traffic and purchase transaction data from home, work and international computers, according to a company statement. Financial details of the deal were not disclosed.