http://www.dmnews.com/toby-gabriner/author/153/ Latest articles by Toby Gabriner from Direct Marketing News Direct Marketing News web@haymarketmedia.com no Media planning has become a complex science and one that has seen growth and increased discipline over the past few years through the introduction of new technology. The technology has morphed from audience segmentation to audience profiling, but the most recent wave of technology to affect media planning is based on audience screening, which can be defined as the opportunity to purchase an actual audience online rather than impressions. (This article was originally published in the June 2007, DMNews Essential Guide to Engine Marketing.) http://www.dmnews.com/screen-audience-for-best-prospects-conversions/article/100443/ Fri, 04 Jan 2008 05:00:00 GMT Media planning has become a complex science and one that has seen growth and increased discipline over the past few years through the introduction of new technology. The technology has morphed from audience segmentation to audience profiling, but the most recent wave of technology to affect media planning is based on audience screening, which can be defined as the opportunity to purchase an actual audience online rather than impressions. (This article was originally published in the June 2007, DMNews Essential Guide to Engine Marketing.) Direct Marketing News