Acknowledgments

The interest and support of the online advertising industry made this book possible. We have so many to thank in every aspect—the advertisers, without whom there would be no industry; the publishers who provide the advertising space; the vendors furnishing infrastructure and a wide variety of technologies; the general and specialized agencies that counsel clients; the research firms that study consumers and ad effectiveness; and the industry associations that tirelessly and imaginatively advance the cause.

Many companies and individuals provided information and wise perspective. Naming names is always chancy, not for the individuals named, but for the risk of not naming all names, the inadvertent oversight. If we overlooked you, please accept our sincerest apologies and contact us right away. We will quickly rectify the error on our companion website.

We thank The ARF board for approving the project and the Playbook Advisory Board. Through their leadership we explored and distilled what we learned about online advertising. This book fulfills their commitment to promoting industrywide discussion and advancing practice for all current and future online marketers.

Marissa Gluck of Radar Research brought deep knowledge and insight to the rapidly evolving field of online measurement. Her draft furnished the basis for that important discussion found in the Appendix.

The authors would like to thank the experts who read and improved key portions of the Playbook:

  • Brad Lenz, ...

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