Media Metrix Europe Launches

New York City-based Web measurement firm Media Metrix Inc. announced an agreement in principle to launch Media Metrix Europe, in partnership with European media research companies GfK AG, Germany, and Ipsos SA, France.

A new European company will be set up to expand the Media Metrix services currently available in the United States to the European Internet and technology communities. The goal is “to provide harmonized Internet audience measurement in all major European markets in response to the need for a consistent, integratable worldwide new media audience ratings standard,” Media Metrix said.

Media Metrix already has an existing international presence in the Nordic countries, where audience measurement began in Sweden under a license to SIFO Group in 1998, and in Japan, where beta tests were recently concluded.

“Media Metrix’ international expansion is in line with our overall mission to help the industry achieve its business objectives and to support the growth of Internet advertising and e-commerce worldwide,” said Tod Johnson, chairman and CEO of Media Metrix.

Audience data collection is expected to begin in Germany, the U.K. and France in the third quarter and in additional European countries as demand builds. To maintain compatibility with its U.S. Internet audience measurement data, Media Metrix Europe will utilize Media Metrix’ patented measurement methodology employed in the United States. Information will be available by each country, on a European-wide basis, and on a worldwide basis.