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.