More on Measurement: Wired’s “The Ad Scientists”

Caught up on some magazines this weekend – buried in the back of Wired February 2006 (page 145) is a GREAT article on targeting and measurement.  The three pieces focus on Visible World’s localized cable ads, PreTesting’s in-show couponing, and Prism’s targeted sponsorship.  Great leaps forward for bringing accountability to the murky world of advertising measurement.

Looks like the article will be web-live on Feb 7th.

Update:  check out the full text here.

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