Clients don't want the best 'deal' in terms of big sites and low costs. What they want is the best target group. There's tremendous value in the qualitative side of the information game - things like lifestyle and media habits. How people are different, and how they become different types of Internet users, are topics that are going to be more important to Web site operators as the Internet becomes more mainstream. It's not so much just for surfing around anymore.
People now go to it for a reason.
They make a choice, in the same way they make a conscious choice for magazines. Television is a passive entertainment vehicle that people use when they don't want to think. They won't use it in the same way as the Internet, no matter which monitor or screen they're using at the time. Media Metrix's U.S. parent company acquired the company AdRelevance, a provider of advertising measurement and intelligent agent ad tracking technology, late in 1999. AdRelevance Ad Reporting Service systematically scours commercial sites on the Web searching for and capturing for analysis detailed data about advertising banners, promotions, sponsorships, text links and rich media.