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Upfront for online? Winterberry exec says yes

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New York—Competition for prime positions online may create an online version of the popular advertising upfront market this year, according to Bruce Biegel, senior managing director at Winterberry Group, a direct marketing consultancy.

Biegel was the featured speaker Thursday at a Direct Marketing Club of New York luncheon.

“We’re kind of heading into an unofficial upfront market this year,” he said, adding that as more marketers move online, they will need to plan further ahead for advertising on major Web sites.

Biegel also said targeting would continue to improve in lockstep with advances in marketing technology. “The big theme for this year is better targeting,” he said. “CRM databases are getting better. They were a mess in 2003; they started getting better, and now the tools are there.”

—Carol Krol

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