DoubleClick digs into research unit

By Stefanie Olsen
Staff Writer, CNET News

DoubleClick says it has opened a new research division that specializes in measuring the effectiveness of online advertising and taking the temperature of Web audiences. Its new unit, called Diameter, combines the technology of several of its products, including market research from newly acquired @Plan and Web traffic analysis from NetScore, created in partnership with ComScore Networks. New York-based DoubleClick said that Diameter has been created to help e-commerce companies and media planners plan and evaluate online marketing campaigns and strategies.

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