A British agency has been producing online rating points data experimentally for the past six months for its own clients and yesterday announced hopes to introduce the metric as a new standard for publishers. The firm, i-Level, said it uses roughly the same method of calculating ratings online that other companies employ for traditional media, trying to give media buyers apples-to-apples comparisons when comparing media - at least in the narrow aspect of percentage of individuals reached. It did not mention where it gets its basic figures from, however, and i-Level is not known to have a fielded web usage research panel of its own.