must-have online advertising research tools

June 28, 2007 7:59 PM

What are the must-have research tools for the planning and buying of online advertising? I'm talking about tools that will show where money is being spent, who is advertising where, what sites are frequented by what demographics, etc.
posted by bingo to Computers & Internet (3 answers total)

It has been a while since I have used these, but I recall each of these tools being useful for online media planning:

TNS Media Intelligence - tends to show amount spent by client per site or network of sites

Comscore - Media Metrix

Nielsen Net Ratings - tends to show more usage of sites by demographics
posted by Andy's Gross Wart at 9:02 PM on June 28, 2007 [1 favorite]

don't know if this is what you're looking for, but the msn research tools are neat, though the UI is a bit wonky.

are you looking at CPC advertising in particular?
posted by prophetsearcher at 3:29 PM on June 29, 2007 [1 favorite]

Response by poster: No, looking at all kinds of advertising, mostly CPM. Thanks.
posted by bingo at 11:45 PM on June 29, 2007