BBN, BPA Worldwide to develop online reporting metrics

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Shelton, Conn.—Online ad network BBN and BPA Worldwide announced plans to develop standardized reporting metrics and demographic profiles for BBN' b-to-b online audience. BBN and BPA Worldwide intend to provide Web traffic data and user demographics to BBN's network of more than 800 b-to-b sites.

The two organizations said audited Web traffic data will be delivered via the BPA Interactive tool, which is powered by Nielsen. user demographics will be gathered through surveys and by using demographic information from BPA' current agreement with Bizo.

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