Aussie Web Measurement Firm Enters U.S.

NEW YORK Hitwise, an Australian Internet measurement service, has entered the U.S. market, positioning itself as an alternative to comScore Media Metrix and Nielsen/NetRatings.

The company, which sets up shop in New York, currently monitors the behavior of more than 10 million U.S. Internet users through data collected from domestic Internet Service Providers and opt-in panels. Its main U.S. competitors recruit their panels via random-digit dialing.

Hitwise already has a sample of 13 million Internet users across its five existing markets, Australia, the U.K., Hong Kong, Singapore and New Zealand.

Since it collects its data primarily from ISPs, Hitwise said it has the ability to monitor online companies with a small or midsize presence. It said it would track how U.S. Internet users interact with more than 200,000 online businesses across 150 categories.

Last month, NetRatings, a part of Adweek parent VNU, launched a census-based site measurement service that aims to provide key metrics for sites with smaller audience sizes [IQ Daily Briefing, April 21].