DoubleClick Unit Unveils Buying Power Index

NEW YORK–According to Diameter, a division of DoubleClick, Inc. and comScore Networks, Inc., the Internet’s most widely recognized sites — measure both on brand appeal and traffic – do not necessarily deliver the most valuable spenders, citing the alliance’s netScore Buying Power Index report for May.

NetScore BPI enables web sites and their advertiser clients to understand the value of an audience based on actual online purchase.

For example, the May report shows that in the Internet portal category, scores higher in terms of attracting online buyers versus more established brands like Yahoo and AOL.

Similarly, the more obscure Detroit News Web site scores higher than the sites for the Wall Street Journal and the Washington Post.