Reflections on DMA08: Two Viewpoints

On a positive economic note, news spread of possible relief from the recent cycle of paper price increases. There was some cautious optimism that paper prices for the No. 4 and No. 5 catalog papers would remain stable and not increase in the near future.

Behavioral Targeting: The Next Wave?
Joel Davidson, president and CEO of the co-op database NextAction, hosted a round-table discussion, “Online Behavioral Advertising — Going Beyond Context and Search to Better Conversions.” The discussion focused on the big potential for using behavioral data on the Web. One conclusion was that, just like with e-mails, the messages must be relevant. Direct marketers need to learn how to use the available inventory of Web traffic.