The deal combines TopicalNet’s unique ability to understand and classify electronic content with I/PRO’s leading site measurement, advanced customer analytics and online audit services. Financial terms of the acquisition were not disclosed, the deal is expected to close in mid-April.
Bringing I/PRO under the TopicalNet umbrella is a strategic and synergistic move for us, said TopicalNet CEO Ray Kingman. By combining I/PRO’s leading Web analytics product lines with TopicalNet’s patented, scalable classification technology, we believe we can offer our customers unparalleled intelligence and contextual commerce tools enabling them to better monitor visitor activity and modify site content based on user interests.
The sale of I/PRO is another step in Engage’s continuing effort to restructure its business by focusing on its strategic productssoftware and media that allow marketers to synchronize their messages across online and offline channels, said Tony Nuzzo, president and chief executive,Engage. TopicalNet’s focus on site classification technologies makes it a clear match for I/PRO’s site-specific analytics and auditing.
I/PRO’s Web site intelligence tool, NetLine, helps businesses better understand visitor activity, enabling them to manage Web sites to increase customer traffic, loyalty and sales. By combining NetLine data with TopicalNet technology, customers will have access to accurate analysis that details what the interest areas are on a given Web page, as well as user demographics and psychographics. Web sites will now have a tool that allows page level site content to be managed in the context of usage patterns and preferences.
I/PRO’s market leading auditing service, I/AUDIT, also part of the acquisition, delivers audited site statistics to independently validate, verify and prove site activity for investors, advertisers and media planners. I/AUDIT follows the standards set by the Internet Advertising Bureau, and is the only online auditing service that delivers a true census-based study of online reach and frequency, similar to that reported by traditional offline media.