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In a move that puts it closer to repositioning itself as an online advertising infrastructure company, New York-based DoubleClick today introduced a new independent research division called Diameter, designed to serve Internet advertisers, publishers and e-tailers and to compete with such research heavyweights as Jupiter Media Metrix and Nielsen NetRatings.
Diameter will offer three areas of research: media intelligence, audience measurement and advertising effectiveness. Lead by Doug Knopper, vp and general manager, the division has 55 employees in two offices–New York and San Francisco–and includes a separate sales force and client services department from DoubleClick.
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