Nielsen NetRatings in tussle over ad product

Nielsen NetRatings’ (NNR) launch of its AdIntelligence service, which lets clients easily track the success of their online campaigns, could be derailed by the owners of an existing product with the same name.

NNR may face a challenge from US internet company AdIntelligence, which offers a product that allows internet users to download software free, on condition they watch relevant targeted advertising. The US AdIntelligence is used by a number of sites offering free software, including download.com, and claims to have more than 1 million users.

Martin Filz, NNR vice-president for business development, Europe, Middle East and Africa, says his company’s AdIntelligence allows for like-for-like comparison of the number of viewers an online ad gets, the number of e-mails opened and the number of click-throughs as a result.

He adds: “Our product allows clients to compare results on a ‘digital dashboard’ on their PC in near-real time.”

The first brand to sign up to NNR’s AdIntelligence is Norwich Union, which has had the product in “beta test” for some months.

Kent Ertugrul, chief executive of PeopleOnPage, which owns the US-based AdIntelligence, says the product “is similar to television – you watch the programme, but you have to watch the ads.” While some users call such programs Spyware, Ertugrul prefers the term Adware.

Ertugrul adds that he was surprised at the NNR launch, because as far as he was aware the name was registered in the US and in the UK.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here