Most Recent Articles by Toby Gabriner
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.)
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.