TopicalNet to Buy Most Assets of Engage's I/PRO Operations | Adweek TopicalNet to Buy Most Assets of Engage's I/PRO Operations | Adweek
Advertisement

TopicalNet to Buy Most Assets of Engage's I/PRO Operations

Advertisement



WOBURN, Mass. -- TopicalNet Inc. said it agreed to purchase substantially all of the assets of Engage Inc.'s Internet Profiles Corp. unit. Terms weren't disclosed.

Internet Profiles, known as I/PRO, provides Web-site measurement, customer analytics and online audit services. Closely held TopicalNet plans to add these services to its existing Web-site classification technology.

Through the acquisition, said TopicalNet Chief Executive Ray Kingman in a prepared statement, the company can offer customers "unparalleled intelligence and contextual commerce tools enabling them to better monitor visitor activity and modify site content based on user interests."

TopicalNet's classification technology automatically profiles the content of Web pages and their association with similar pages to classify those pages in categories. TopicalNet, which is closely held, says it has identified nearly 70,000 individual topics based on its classification of more than 40 million Web pages.

For Engage (ENGA), the Internet advertising unit of conglomerate CMGI Inc. (CMGI), the sale of the I/PRO business is part of its effort to restructure its business.

In January, Engage, Andover, Mass., announced that it would cut its work force in half and shift strategy to reduce its dependence on online-advertising revenue. The company said it would focus on selling software that allows companies to target consumers through advertising campaigns across various media channels and would continue to promote its interactive-marketing product that compiles anonymous profiles of online customers.