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IQ News: I/Pro Pushes Its System as Ad Accounting Standard

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Internet Profiles Corp., or I/Pro, the online measurement firm which once counted A.C. Nielsen as an investor, hopes to impose an advertising industry standard that conforms with a software product it sells to ad agencies.
At the behest of I/Pro, some of these agencies, including Thunder House and Western International Media, last week sent a letter to Web publishers requesting they conform to a standard inherent in Dispatch, a software program that automates elements of online media buying and tracking.”We

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