BPA International (Business of Performing Audits) and I/PRO (Internet Profiles Corporation) today announced that the companies have signed a strategic agreement to merge their Web site traffic audit
products into one, unified offering. Customers of both companies will now receive the "BPA Interactive Audit, by I/PRO." The new offering provides Web sites third-party validation of site-centric
traffic information based on census data, generated through server log files or page-tagging technology. Under terms of the agreement, I/PRO will assume full responsibility and ownership of the
service, including data transfer, data transformation, data processing, archiving and the human audit procedure. BPA will continually certify I/PRO's process, and will overlay their auditing expertise
with I/PRO's to conform with industry-compliant methodologies published by the Interactive Advertising Bureau. "The combination of BPA and I/PRO establishes a 'methodology authority' of site-centric
web traffic verification," said Bill Matthews, I/PRO President. "By leveraging our company's best practices from a decade-long heritage of census-based, online traffic analysis, the industry will now
have access to the most advanced, accurate, experienced and reliable third-party verification service available." The combined customer list of the two companies totals more than 100 properties and
includes many dominant interactive media firms such as Washington Post, TMP Interactive, CMP, Verizon, Terra Lycos, Bloomberg, Internet.com, 24/7 Real Media, OSDN, and others. BPA and I/PRO will be
transitioning their current customers to the consolidated offering immediately. I/PRO clients and any new customers will have the option to become BPA members with the associated benefits.
