The Changing Mission of Marketing Data
September 2010

In the world of marketing, though, 1988 brought a proclamation that seems perfectly well suited to the 21st century. The suggestion that data and technology would soon drive a wave of sweeping change—extended above in a guide to best practices across the list management and brokerage business—is even more appropriate today than it was those 22 summers ago. But that, needless to say, is where the similarities end.

Beyond the Grey Areas: Transparency, Brand Safety and the Future of Online Advertising
April 2010

On October 27, 1994, the first paid online display advertisement-by most accounts, an AT&T-sponsored banner-appeared on the Web site HotWired.com, an early digital publication and spinoff of Wired magazine.

The promise of this nascent approach, even conservative prognosticators then declared, was nothing short of overwhelming. Online ads were expected to garner billions of dollars in spending as advertisers followed their customers from traditional media onto the Internet. By the turn of the millennium, analysts had accrued enough data to finally quantify their bold estimates; by 2003, Jupiter declared, some $11.5 billion would be invested in online advertising in the United States. Forrester Research, by comparison, put their comparable estimate closer to $24 billion.