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I/PRO Launches Online Campaign Management System for Agencies

Internet Profiles Corp. (I/PRO) launched Nielsen I/PRO Dispatch, calling it "the first online stewardship system designed specifically for advertising agencies."

By automating key elements of the online media buying and tracking process, Dispatch will help agencies save as much as 30% of campaign costs, savings which can be converted into increased purchasing of online media, the Redwood City, CA-based company said. The new product would appear to be a competitor to AdKnowledge's MarketMatch Pro.

"Dispatch breaks down the barriers that have prevented online advertisers from increasing their media budgets," said Bradley Rode, I/PRO's president and CEO. "The lack of standards between agencies and sites has made managing online campaigns a cumbersome and costly process. By addressing these issues, Dispatch will help agencies run better, faster and more efficient interactive ad campaigns."

Dispatch creates an efficient communication alternative for executing the media buy, offering both a manual and automated method. The automated method bypasses all the manual work significantly reducing both time and cost associated with laborious ad trafficking tasks.

In addition to automating key agency processes, Dispatch also provides agencies a common place to deposit information about their online campaigns, I/PRO said. This allows media departments to assess long-term and category-specific trends. Agencies can now conduct due diligence on new campaigns and data may even be compared across clients and agency offices.

"I/PRO recognized the need to provide agencies an efficient, accurate method of automated online media buying, and worked with the top online agencies to develop an open system," said Tig Tillinghast, I/PRO's director of marketing for agency services. "It works with all agency processes, as well as with all sites, ad servers, ad networks and advertising information collection systems."

Online advertising agencies, including Western International Media, Ammirati Puris Lintas, and Thunder House are using Dispatch during the limited launch period. General availability of the product is scheduled for the second quarter.

Industry supporters include Accipiter and Solbright.

Said Chris Evans, CEO of Accipiter: "By integrating Accipiter AdManager with Nielsen I/PRO Dispatch, we adopt a reporting standard that will benefit publishers, agencies and advertisers."

"We're excited to be partnering with I/PRO to provide seamless integration with Solbright's AdSuite," said Key Compton, founder of Solbright. "I/PRO's Dispatch allows agencies to improve efficiency and communication while Solbright's AdSuite enables publishers to control costs and improve customer service."

"I/PRO is the right company to provide this service to ad agencies. As the largest auditing and measurement service for the Web, we have been a pioneer in converting masses of raw data into valuable information for sites," said Rode. "Our relationships with both the buyers and sellers of online media gave us the unique perspective to address issues that span the whole value-chain of Web advertising."

I/PRO will demonstrate Dispatch at 3 p.m., Monday, Feb. 2 at the Web Advertising '98 conference in New York City at the Marriott World Trade Center.