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Bizo, BPA Worldwide reach agreement on demographic data for b-to-b Web sites

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San Francisco—Online b-to-b ad network Bizo announced Wednesday an agreement with media auditor BPA Worldwide to provide site traffic and demographics for b-to-b Web sites. Together, Bizo and BPA plan to create a co-branded dashboard for media buyers.

“Since we launched the BPA Interactive tool in 2008, media owners have asked for deeper site profile data to supplement our audited traffic information,” Peter Black, BPA Worldwide senior VP-business development, said in a statement. “Impressed by Bizo's approach to gathering bizographics, we believed developing a relationship made sense. Bizo adds another dimension to the information we can offer. We are confident our customers will recognize the immediate benefit.”

BNP Media, a current customer of BPA, has been testing the dashboard to provide access to audience traffic and demographic numbers for 47 of its Web sites.

“By linking our bizographic data to BPA's industry-respected site traffic reports, publishers can provide marketers with data to better parcel out their advertising dollars and more efficiently reach their business audiences online,” Bizo CEO Russell Glass said in a statement.

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