"Everybody's interested in having that one number that describes what's going on on the Web," said Bob Ivins, VP-market research at I/Pro, San Francisco. A site could gauge whether its weekly traffic is faring better or worse than other sites. I/Pro plans to offer comparative databases in several categories: all Web; technology news sites; general news sites; all advertisers and all sites selling advertising.
Key to the success of I/Research is getting I/Pro clients to give up their data, which will be presented in aggregate form, not on an individual basis. I/Pro is currently seeking client permission; USA Today and CBS are two sites that have expressed interest.