CNET también está disponible en español.

Ir a español

Don't show this again

Tech Industry

CMGI buys Internet Profiles

The direct marketing company will use I/PRO's Web-site analysis tools to strengthen its presence in Net services.

Direct marketer CMGI's stock jumped today after it said it agreed to buy Internet Profiles which makes Web site monitoring software. CMGI's shares closed at 133.375, up 10.75.

CMGI said the acquisition of the privately held company would strengthen its position as a supplier of data, technology, and services for Internet marketing. ,p> Financial terms of the deal were not disclosed.

Internet Profiles, also known as I/PRO, provides software that analyses Web site activity and allows companies to tailor their online businesses.

CMGI said Internet Profiles will provide analysis and research services to CMGs Engage Technologies subsidiary. Engage produces software to manage online advertising, analyze audiences and customize Web site content.

"Existing products will give you a window into understanding visitors, but you don't see whole picture," said Bradley Rode, I/Pro CEO. "Up until now, you had to take products or services from four or five vendors and stitch them together inside your own organization."

"This accelerates our path to the end game where you link traffic information with profile information. Look at the products today--they can tell you how many people are coming to a site and how many stay, but they can't tell you anything about them. That's what this relationship buys us," said Rode, adding that no layoffs are anticipated at I/Pro because of the acquisition.

Around half of CMGI's sales comes from Web services, according to research company Hoover's Inc.

Reuters contributed to this story.