• by OMMA Magazine Writers , September 3, 2010

Macy's was looking for a way to make its annual Memorial Day circular come alive. It could no longer rely on newspapers to reach its target. PointRoll's dynamic pullover on Yahoo Mail let consumers flip through it just as they did with paper. But wait. Based on which behavioral targeting category a woman fell into, the circular would open to one of seven sections of the pullover ad targeted to the particular customer. Let's see print do that!