The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation

Sponsors’ Acknowledgments

This book would have been impossible for a nonprofit organization such as The ARF to produce without the generous leadership support of key financial contributors:

Platinum Sponsors

The Advertising Research Foundation, which for generations has been the standard-bearer for research integrity in traditional advertising, has made a smooth transition into the digital age. DoubleClick has benefited greatly from our collaboration with The ARF, participating in its committees, attending its events, even contracting with it for consultation on our own research methodologies. It has been a privilege to contribute to this Playbook, which promises to serve as a definitive resource for many marketers.

—Rick Bruner, Director of Research and Industry Relations, DoubleClick

DoubleClick enables agencies, marketers, and publishers to work together successfully and profit from their digital marketing investments. Its focus on innovation, reliability, and insight enables clients to improve productivity and results.

Since 1996, DoubleClick has empowered the original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. Today, the company’s DART and Performics divisions power the online advertising marketplace. Tomorrow, we will continue to enable clients to profit from opportunities across all digital ...