“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Greg Smith, vice president of programmatic ...

Direct mail achieved a 4.4% response rate, compared to email’s 0.12%. Digital display advertising performed even worse. The ...

James Beriker was named CEO of Dapper, an online advertising technology company. Beriker’s previous roles include CEO at Efficient Frontier, a search engine marketing firm. See the story. Beriker ...

Disney's introduction of its GatewayGo platform on Hulu follows hints since last year that it would create a transactional ad format to help marketers with direct response campaigns, as noted by ...