I/Pro Acquires Accrue

I/PRO Corporation has acquired the technology and customers of Accrue. The deal adds a new analytics product to I/PRO’s suite of Web site auditing tools.

Financial terms of the agreement were withheld.

Accrue’s clients include Citicorp, A.G. Edwards and Macy’s. The company debuted its analytics technology in 1997, and was acquired in 2003 by Datanautics.

“We are actively transitioning portions of the platform into our service delivery model to create a ubiquitous platform for the measurement and qualification of advertising opportunities across all digital media,” said Christopher Butler, CTO of I/PRO Corporation.

The sale shrinks the number of Web analytics players by one. The most recent similar deal came in late March, when Google acquired Urchin. Two months ago, JupiterResearch forecast accelerated consolidation in the space over the next several years.

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