Hearst New Media and Technology has chosen Accrue Software’s Accrue Insight in a group
licensing agreement to provide detailed reporting and analysis of Hearst New
Media’s Web business initiatives.
Also, Accrue said it will integrate ABC Interactive technology for audited
verification of Web traffic.
Hearst will use Accrue Insight as its standard for e-business analysis of its
online magazine and broadcast sites. Financial arrangements were not
disclosed.
“We chose Accrue Insight because it meets the specific needs of online
publishers,” said Vickie Zilaitis, vice president of technology for Hearst New
Media Center. “We were looking for a commercially supported e-business
analysis solution with rich reporting features. Accrue Insight delivers a
high-end solution. . .”
Accrue Insight’s e-business analysis solution gives Web publishers a detailed
understanding of their readers’ interests, including which sections and
specific content receive the most attention and which attract readers.
In other news, the company said that Accrue Insight complies with ABC Interactive’s industry
standards for independent verification of Web site traffic. Accrue said it is
working to integrate technology from ABC Interactive, the interactive auditing
unit of the Audit Bureau of Circulations.
Instead of installing ABC Interactive software across multiple servers on a
site, ad sponsored sites will be able to use Accrue Insight to collect the
data needed for both e-business analysis and independent site traffic
auditing. The ABC Interactive software integration into Accrue Insight will be
available this quarter.
“Easily auditable site traffic data is an important priority for our customers
with advertising based revenue models,” said Rick Kreysar, CEO of Sunnyvale,
CA-based Accrue Software. “Accrue’s mission is to provide the data and
analysis to evaluate the effectiveness of a company’s e-business. We believe
this integration is an innovative solution to help customers provide the
accountability demanded by their advertisers and to enhance the effectiveness
of their Web business initiatives.”
“Greater accountability is essential if the Internet is to realize its promise
as an advertiser-supported medium,” said Michael J. Lavery, president and
managing director of ABC Interactive. “Seamless integration of activity
measurement and verification functions by organizations such as Accrue and ABC
Interactive is a major step forward. The result will be greater convenience
for sites that want to provide advertisers with the accountability they seek.”