Internet ad network DoubleClick has forged an alliance with web infrastructure company comScore Networks to help it improve the effectiveness of online ad tracking.

The first fruit of the partnership is a product called netScore which, with end-user permission, collects information on web transactions and international traffic by monitoring computers in homes, at the workplace and within schools. It can also compile a Buying Power Index, providing details of the total amount spent online by the average visitor to a site compared to the amount spent by an average web surfer.

Enthused comScore president/chief executive Magid Abraham: “Together we will be able to provide marketers with the most complete and accurate audience measurement tools available, and for the first time, a valuation of an audience that goes beyond simply counting eyeballs and provides what every marketer wants to know - what did consumers buy?”

News Source: CampaignLive (UK)