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BPA, I/PRO AUDIT SITES

By Published on .

BPA International is making its first foray into Web measurement in conjunction with Internet Profiles Corp. (http://www.ipro.com).

BPA will verify I/Pro site auditing processes and make sure counts and procedures meet its standards. BPA's first clients are CMP Publications and Yahoo, both already I/Pro clients.

"We will audit the I/Pro system," said Mike Marchesano, president-CEO of BPA, New York. "We say yes, the tracking is appropriate. It gives value to the I/Pro process."

Under the non-exclusive arrangement, BPA will essentially give its stamp of approval to I/Pro's methodology and reports.

"We're trying to give more and more comfort to advertisers and media buyers about the audits we're providing," said Ariel Poler, president of San Francisco-based I/Pro.

BPA's plan is somewhat similar to the Web auditing system the Audit Bureau of Circulations is testing with Webtrack, a New York software company. While ABC (http://www.accessabc.com) and Webtrack (http://www.webtrack.com) will audit site traffic figures-essentially recounting the count-BPA will go into I/Pro's computer log files and verify the information directly, eliminating the second counting step.

"The BPA approach, which I believe is the better one, is let's not double count or triple count," Mr. Poler said. That said, Mr. Poler and ABC say they're talking about working together.

Separately, I/Pro said Web development companies including CKS Interactive, Free Range Media, Poppe Tyson, Vivid Studios, the Delahaye Group and Integrated Media Services will incorporate I/Pro's suite of products into their sites.

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