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I/Pro scales back

Internet Profiles, a leading service in measuring and auditing traffic at Web sites, today laid off about a dozen employees, roughly 10 percent of the total workforce.

Internet Profiles, a leading service in measuring and auditing traffic at Web sites, today laid off about a dozen employees, roughly 10 percent of the total workforce, I/Pro Chairman Ariel Poler confirmed.

Poler said most of the layoffs came from the San Francisco company's I/Code division, which is promoting a universal registration system. Other laid-off workers were dedicated to unannounced projects that have now been scrapped but Poler declined to provide more details.

The I/Code system would mean that Web users would only have to register once but that registration information would be available to multiple Web sites. The registration program, launched in March, relies heavily on offering incentives for users to register. Poler said I/Pro has decided to let still-unannounced partners handle incentives rather than doing it in-house.

Other employees of the registration program were transferred to other jobs within I/Pro. The company has more than 90 employees still on the payroll.

"We concluded that we were trying to do too many things, so we scaled down some peripheral projects we were working on," Poler told NEWS.COM. "We will focus on our core measurement and research business."

I/Pro also operates the CyberAtlas Web site, a collection of Internet market research data that I/Pro bought in June.

I/Pro's investors include publisher Hearst New Media & Technology and Softbank Holdings, an investment arm of Japan's Softbank.

I/Pro also has close partnerships with TV rating service Nielsen Media Research, which co-brands the measurement and auditing service; NetGravity, which sells Web server software that manages placement of ad banners on a Web site; and the DoubleClick Web ad network.