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Effective Measure lands capital

An internet company focused on measuring the Middle East's online audiences has attracted a US$4 million investment from an American venture-capital fund.

An internet company focused on measuring the Middle East's online audiences has attracted a US$4 million (Dh14.69m) investment from an American venture-capital fund. Effective Measure, which has offices in Sydney and Dubai, aims to become the standard provider of website visitor numbers to the advertising and publishing industries. Scott Julian, the chief executive at Effective Measure, said the funding would be used to launch products. The company works with website publishers to create audited visitor numbers that can be given to advertisers.

In the first half of last year, both Effective Measure and Nielsen, a global leader in market research and audience measurement, launched online audience measurement services targeting the Middle East. The two companies engaged in tough competition. "I think that competition is now pretty close to over," Mr Julian said. Nielsen could not be reached for comment. The new funds will let Effective Measure launch services that will help publishers generate more revenue based on a better understanding of their visitors and traffic patterns.

"There's a whole lot of new products that we would like to bring to the market," Mr Julian said. The investment came from Rho Ventures, a fund that invests primarily in technology, healthcare and energy companies. tgara@thenational.ae

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