Web tracking company I/Pro
and Web ad network DoubleClick
have formed an alliance under which I/Pro will begin auditing DoubleClick traffic. DoubleClick also will adopt the I/Pro I/Code system, in which users register for a special code that they punch in as they travel from site to site. Registering enables I/Pro, and now DoubleClick, to monitor traffic through several sites. Also, I/Pro will work with DoubleClick to measure ad banner performance and how consumers travel through an advertiser site.