I/PRO Acquisition Extends Digital Media Coverage

Online media company I/PRO Corporation has acquired the technology and customer assets of the Accrue analytics platform, boosting its offering in audience verification and measurement data across all digital media channels. Financial terms of the agreement were not disclosed.

I/PRO has recently introduced a number of Internet audience measurement services and technologies, including Audience Profile and Business Demographic reports delivered in partnership with MRI, the Behavioral Audit delivered in partnership with 24/7 Real Media, and the I/PRO Agencies for Interactive Audits program.

Accrue was launched in 1997 and saw major changes after its acquisition by privately-held Datanautics in September, 2003. Datanautics marketed and distributed the Accrue platform as G2, an enterprise-class analytics solution.

I/PRO CEO Allan Kaplan says the acquisition 'further differentiates' his company's monitoring of interactive media channels. 'Our core focus is to become the single, trusted source of advertising and media data across online, mobile, email, in-game, IPTV or any other digital media venue'. CTO Christopher Butler says I/PRO found 'a perfect fit with the addition of the highly-extensible Accrue technology. We are actively transitioning portions of the platform into our service delivery model to create a ubiquitous platform for the measurement and qualification of advertising opportunities across all digital media'.

I/PRO is online at www.ipro.com , and Accrue / Datanautics at www.datanautics.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.