I/PRO Buys Accrue Assets, Technology

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Web site traffic auditor I/PRO Corp. said yesterday that it bought the technology and assets of Accrue, a firm whose enterprise-oriented analytics platform is used by A.G. Edwards, Citicorp, T-Systems and Macy's.

The deal aims to bolster I/PRO's standing as a source for audience verification and measurement data across all interactive media, including the Internet and e-mail, cell phone and digital television. I/PRO, San Francisco, currently audits more than 500 sites.

Accrue launched its technology in 1997. After privately held Datanautics bought Accrue in 2003, the platform was marketed as G2 for enterprise-wide analytics.

I/PRO recently introduced new products in Internet audience measurement. They include the audience profile and business demographic reports in partnership with MRI, a behavioral audit with 24/7 Real Media and the I/PRO Agencies for Interactive Audits program.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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