AKQA and Profero are the first new-media agencies to sign up to NetValue's online auditing product.
NetValue is pitching its product as a unique alternative to other products such as Nielsen's Net Ratings and Media Matrix, citing its ability to measure and report on all internet protocols, including e-mail, instant messaging, secure connections, FTP, audio and video.
Alki Manias, the vice-president for NetValue in Europe, said: 'Our services have until now focused on media owners, but we are now also tailoring services for agencies. For example, our forthcoming advertising tracking system, Ad-Impact, will tell agencies and advertisers exactly who is seeing their online advertising.'
Commenting on AKQA's decision to use NetValue Online, Ajaz Ahmed, AKQA's co-founder and chief executive, said: 'NetValue offers highly accurate data about internet users' behaviour. This knowledge will enhance AKQA's insights into con- sumer motivations while delivering value and competitive advantage to our clients.'
NetValue's service is based on its own web audience measurement tool combined with Secodip's admettrack, a web domain ad-tracking device.
While other new-media agencies welcomed the launch, Charlie Dobres, the chief executive of i-level, is concerned about the differing methodologies used by each product. 'While I welcome the fact that there are at least three companies providing this kind of product, there are holes in the methodology. If you do a comparison between any two out of the three systems, they give you surprisingly different results.'