I/PRO said Tuesday it has begun marketing its Web-audience-auditing services directly to media buyers in the form of a media planning tool dubbed Spotsite. The free service provides buyers with information on available ad inventory within I/PRO's publisher network so they may better target consumers. Some 600 properties have already voluntarily joined the Spotsite network of audited sites, according to I/PRO Chief Technology Officer and temporary Chief Operating Officer Chris Butler. Butler estimated the network will include over 5,000 properties by the end of the year, which he said will represent nearly 50 billion impressions. He added that about 500 media buyers have signed up to use Spotsite over the last two weeks.
-- Gavin O'Malley