A media planning tool for mid-tier sites

I/PRO rolled out a free tool for media planners, a la Nielsen//NetRatings @Plan and ComScore Media Metrix. Called SpotSite, it gives info on audience size and impression volume for any site that’s audited by I/PRO, along with demographic/psychographic data.

It’s not trying to compete directly with the tools listed above, but is rather geared toward “the fat part of the long tail,” CTO Chris Butler told me.

“They have very strong reach to the top 40, top 70 Web sites,” he said. “We have a very small handful of those sites,” but lots and lots of mid-tier sites that aren’t effectively measured by panel-based systems.

Butler said the directory contains five billion impressions now, which number will rise to 60 billion by year end. (link to press release)

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