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DoubleClick Introduces New Sales-Linked Website Index

News, 01 May 2001


Reality at last intrudes on the fairytale world of website measurement.

New York-based Diameter, a unit of DoubleClick, has teamed with comScore Networks to produce the first table of America’s top twenty sites ranked by the value of visitors' spend.

The netScore Buying Power Index (BPI) measures the total amount spent at each site by the average member of a site's audience, indexed to the total online dollars spent by the average web customer.

For March 2001, the netScore data identifies BizRate.com as leader of the e-tail pack with a BPI of 673. Others ranking high were staples.com (610), eddiebauer.com (513) and spiegel.com (504). Big spenders were also evident within the travel category where southwest.com hit a BPI of 534 and delta.com 502.

News source: Advertising Age - Interactive Daily