After launching Different World Drinks to sell specialty beers earlier this spring, the Molson Coors Co. is getting into mobile marketing to help position its products.

Yahoo on Tuesday debuted a new feature that enables people to opt out of mobile ads that are based on behavioral targeting. The announcement was made on its Yahoo Policy Blog and is the Web portal's latest effort toward its commitment to consumer data privacy.

Database marketing agency Merkle has created a new mobile marketing practice with the goal of helping marketers integrate data from their mobile efforts with analytics from other channels. "Mobile is basically the most measurable channel out there, letting you measure every interaction with consumers," said Michael Ricci, who has been appointed to lead the new practice as VP of mobile solutions.

Direct marketing services provider Direct Group has formed a new Compliance & Critical Communications business unit, which will help clients plan for and execute compliance communications in response to data breaches involving identity- or privacy-related information. Direct Group reports that the number of data breaches increased 47% in 2008, as tallied by the Identity Theft Resource Center, with a total of 656 reported breaches compared to 446 in 2007.

MarketMaps, a division of Intelligent Direct Inc. that provides geography-, location- and data-based information products and services, has introduced Advanced ZIP Code Data Sets. Designed to help companies that receive the company's ZIP Code, ZIP+4, and Carrier Route products, these new data sets offer compatibility with NAVTEQ, TeleAtlas and TIGER street databases.

Store experiences are often supported by strong online programs that keep consumers coming back to family-oriented merchants.

E-mail reputation management is critical to the effectiveness of e-mail campaigns. A sender's poor reputation can affect how many people view — or receive — its messages. Four experts share best practices to stay golden.

Omniture is a data company that works with hundreds of technology vendors, including ExactTarget and Silverpop to help combine data with digital channels. It recently partnered with ComScore to help media planners have better audience measurement tools. DMNews chats with Matt Langie, senior director of product marketing at Omniture, about data integration, behavioral targeting legislation and the new partnership

New insert program — Lydia's Uniforms and Uniform Warehouse Catalog Blow-In — Leon Henry Inc. — Inserts will be included in outbound catalog mailed by Lydia's Professional Uniforms and Uniform Warehouse. Buyers include doctors, surgeons, nurses, dentists, therapists, chiropractors, veterinarians and other healthcare professionals. Average household income of buyers is $80,000.

New list — eMedical Mental Health Professionals — Complete Medical Lists — This file contains mental health professionals. It is generated from state license information with demographic enhancements. Suggested usage include continuing education, seminars, journals and other professional publications and vacations.

New list — National Ailment File — AccuData — This file contains a variety of ailment and health-related information that has been collected from consumer surveys and packaged goods purchases. Information is available at the household level. The National Ailment File is updated and DNC suppressed monthly. The file is compiled from self-reported survey and transactional data and is used in conjunction with a nationally recognized consumer database.