• by December 1, 2005

Yes, we've hit yearend, mid-decade, early 21st century. How's that for perspective? It's the time for making holiday plans and mulling New Year's resolutions, kind deeds, and charity. And if you engage in the last two on a regular basis, you are excused. (Of course, you can always do more!)

Here at OMMA, we've been thinking about the stubborn issues facing online metrics. If the online industry is to achieve its potential -- and, by all accounts, the growth forecasts are robust -- improved measurement standards and more precise tools are necessary. This month, Jonathan Blum offers a guide to surviving the measurement dilemmas that online media, marketing, and advertising experts wrestle with on a regular basis. It's a particularly important topic given the emergence of new media and marketing platforms like wireless, instant messaging, blogs, podcasts, word-of-mouth, online product placement, and others.

For those of you arguing for the discussion to move beyond reach and frequency, now's your chance to comment. Not all data sets are equal. How do we measure engagement? How do we address in-game promotion and product placement?

Our Market Focus examines the issue of online marketing to people with physical disabilities. Larry Dobrow talks to Charles Riley, co-founder of WeMedia, a for-profit multimedia company for people with disabilities.

Lynn Russo's E-mail Focus addresses double opt-in and confirmed opt-in e-mail techniques, which are increasingly used by marketers seeking improvements in list performance and e-mail delivery metrics. She outlines the various levels of e-mail opt-in and offers a basis for choosing the right one for your business strategy.

OMMA's Agency of the Year issue hits next month. Look for more details on a party honoring the winners in MediaPost's e-mail newsletters.

See you in January 2006!