Online-audience auditor I/PRO announced the addition of demographic reports to its services, which include reports on site traffic and audience behavior, report MediaPost and ClickZ. In partnership with Mediamark Research, Inc., I/PRO will offer two reports, which will focus on the audiences of mid-tier sites, too often overlooked by media buyers.

The Audience Profile and Business Demographics Reports were announced at the AD:TECH by I/PRO CEO Allan Kaplan during a panel on online media buying. Kaplan said media buyers in I/PRO's Agencies for Interactive Audits (A4IA) had requested the compilation of the new reports.

The audience profile will look at data like gender, income, education, and presence of children, while the business demographics report examines job title, job function, corporate size, and purchasing authority. I/PRO plans to charge $5,000 for a standard survey and $12,500 for a customizable survey, which would contain up to 10 additional questions.