[January 27, 2005] 24/7 Real Media Partners with I/PRO Corporation to Develop Behavioral Auditing Service; 24/7 Real Media's Analytics Tool, Insight XE, to Power I/PRO Behavioral Audit Services Tweet NEW YORK --(Business Wire)-- Jan. 27, 2005 -- 24/7 Real Media, Inc. (NASDAQ:TFSM), a pioneer in interactive marketing and technology, and I/PRO Corporation, the creator of the original third-party Web site audit, announced today a strategic alliance to deliver an industry first auditing service providing third-party reports on audience behavioral data. 24/7 Real Media and I/PRO have launched a unique relationship, leveraging 24/7 Real Media's analytics tool, Insight XE(TM), as the platform for I/PRO's new behavioral auditing services. I/PRO will use Insight XE(TM) to enhance its standard audit services, combining traditional auditing techniques with observed online behavior. I/PRO's enhanced audit services, which will debut in Q1 2005, will give small- and medium-sized Web sites the opportunity to represent their inventory to media buyers with powerful audience analysis. The companies report that combining behavioral data generated by a leading behavioral analytic software solution with trusted audit techniques is an industry first for media owners. Currently, behavioral data used for planning online advertising campaigns is usually available only from syndicated research companies, and is often based on panel-based methodologies that do not represent small- and medium-sized Web sites in depth. Now, all Web sites can highlight audience characteristics to media buyers with trustworthy audited data while still protecting consumer privacy. The I/PRO Behavioral Audit will report on audience segments that meet the needs of the online advertising community, as advised by media buyers, I/PRO / BPA WorldWide's Interactive Advisory Committee and 24/7 Real Media. The Behavioral Audit offers advertisers greater flexibility in understanding and reaching audience segments. I/PRO is designing audit services for eight initial audience segments that draw on 24/7 Real Media marketing strategies: Globetrotters for the travel audience; Techies for IT professionals and tech savvy users; Market Makers for investors; The Better Half for women; On Health for a variety of health specific audiences such as allergy and arthritis sufferers; Big Spenders for online shoppers; Gamers for online game players and Music Lovers for those highly interested in music of all genres. These segments, which are all currently offered to advertisers via the 24/7 OnTarget behavioral targeting solution, are based on a robust taxonomy of more than 600 behavioral characteristics, offering advertisers unprecedented flexibility in audience segmentation. Amy Auerbach, account director at Media Contacts, the interactive arm of MPG, the media planning and buying division of global marketing communications company Havas, said, "For the first time, agencies like ours will get trustworthy campaign planning data on thousands of Web sites, especially the small and mid size sites that are missed by the panel-based reports of syndicated research firms. With standardized behavioral metrics, we can help advertisers target ad dollars more effectively." Chris Butler, chief operating officer of I/PRO, said, "We are very excited about this relationship with 24/7 Real Media and the new behavioral auditing services we can now offer our publisher clients and media buying partners. Combining 24/7 Real Media's proven behavioral targeting technology with our trusted audit service is a great way to provide the media planning information the market demands. We look forward to providing even more of the data media buyers need to build their confidence in advertising on a wider range of Web sites." Derrick Horner, senior vice president and deputy general counsel of 24/7 Real Media, said, "This important alliance will help publishers attract increased ad spending to their Web sites by harnessing the power of behavioral targeting to represent, market and sell underused inventory. Working with I/PRO, we have extended the utility of our Insight XE solution. In addition to providing publishers with essential audited data about their users, they can now use audits to substantiate their audience size in generally accepted behavioral segments." About I/PRO Corporation. In 1994, I/PRO Corporation created the original third-party Web site audit, and continues to lead the charge for accurate and unbiased Web traffic reporting. I/PRO gives media buyers the power to identify and qualify advertising opportunities at sites of any size and allows ad sellers to more effectively compete for revenue. I/PRO currently audits over 500 websites and over one trillion Web pages have been audited by I/PRO's census-based auditing services. For more information, visit www.ipro.com. About 24/7 Real Media, Inc. 24/7 Real Media, a pioneer in interactive marketing and technology, targets and delivers audiences for publishers and marketers. Our customers generate increased revenue and profits through media and search services, coupled with one seamless platform of serving, targeting, tracking and analytics technologies. The company is headquartered in New York, with offices in other major U.S. cities, Canada, Europe and Asia. For more information, please visit www.247realmedia.com. 24/7 Real Media: Delivering Today. Defining Tomorrow. Caution concerning forward-looking statements: This news release includes certain "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. These statements are based on management's current expectations and are naturally subject to uncertainty and changes in circumstances. Actual results may vary materially from the expectations contained herein due to changes in economic, business, competitive and/or regulatory factors. More detailed information about those factors is set forth in our filings with the Securities and Exchange Commission. In addition, the following factors, among others, could cause actual results to differ materially from those described herein: the potential for impairment of relationships with employees or major customers, loss of faith in Internet advertising, international risks, regulatory risks, and other economic, business, competitive and/or regulatory factors affecting the businesses of 24/7 Real Media. All information in this release is as of January 27, 2005. The Company is not under any obligation to (and expressly disclaims any such obligation to) update or alter its forward-looking statements whether as a result of new information, future events or otherwise. [ Back To TMCnet.com's Homepage ]