Web site audit company I/PRO acquires analytics company Accrue

San Francisco-based I/PRO Corp., which audits web sites for advertisers wishing to verify and measure traffic at web sites, has acquired the technology and customer assets of Accrue, an enterprise-class analytics platform in use by Citicorp, A.G. Edwards, T-Systems, Macy’s and others. Financial terms of the agreement were not disclosed.

“With this acquisition, I/PRO is now further positioned to collect and report on key audience qualifying indicators across all interactive media channels,” said Allan Kaplan, CEO of I/PRO.

The Accrue technology will be integrated into I/PRO’s other offerings, which include the 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 introduced its technology in 1997. The company was acquired by Datanautics in September 2003. Datanautics marketed and distributed the Accrue platform as G2, an enterprise-class analytics solution.

I/PRO created a third-party web site audit in 1994. It focuses on providing unbiased web traffic reporting for advertisers. I/PRO currently audits over 500 web sites.