I/PRO Corporation, an internet audience measurement company, acquired the technology and customer assets of the Accrue. Accrue is designed to monitor and analyze consumer's web behavioral patterns and decision making processes.

"I/PRO found a perfect fit with the addition of the highly-extensible Accrue technology. Accrue's solutions help enterprises improve ROI efficiency and scale of their online and cross-channel business initiatives, including CRM, online marketing and other key business intelligence applications," says Christopher Butler, CTO, I/PRO.

According to Allan Kaplan, CEO, I/PRO Corporation, "With this acquisition, I/PRO is now further positioned to collect and report on key audience qualifying indicators across all interactive media channels."

I/PRO was not using the Accrue technology prior to the recent acquisition.

"I/PRO uses a proprietary software with 10 years of development and tens of millions of dollars invested. With the addition of the highly extensible Accrue platform, I/PRO will be able to extend its software to reach across all digital media channels," says Butler.

Additionally, Kaplan comments, "This further differentiates I/PRO, whose core focus is to become the single, trusted source of advertising and media data -- across online, mobile, email, in-game, IPTV or any other digital media venue. Ultimately, media buyers and advertisers will be able to make all of their media buying decisions from the accurate and trustworthy data provided by I/PRO."

The Accrue acquisition will impact the interactive media industry overall.

"Ultimately, media buyers and advertisers will be able to make all of their media buying decisions from the accurate and trustworthy data provided by I/PRO. And, the interactive media industry will have access to broader and deeper analytic capabilities that will help them make better informed media decisions whether they are buying or selling digital media," adds Butler.