MLB.com has been notoriously protective when it comes to its content, focusing on paid subscriptions rather than widespread distribution online.

Move over, Fantastic Four. The misfit PointRoll "boys" have been transformed into Web 2.0 superheroes complete with matching spandex outfits.

When Tony Ponturo recently told OMMA conference-goers that Anheuser-Busch planned to maintain Bud.tv despite its setbacks, it didn't elicit wild cheers or a collective sigh of relief. It did raise a question, though: Why keep Bud.tv going?

Three-quarters of the delegates polled at the Association of National Advertisers' annual meeting in Phoenix recently said reports of the demise of the 30-second spot are highly exaggerated. In fact, each morning's sessions were preceded by an a-z reel of moments from the best that brands have to offer.

With all the discussion--and anxiety among media companies--about "world domination" by the major search companies, you might think that nearly all activity on the Web begins with search.

When it comes to capturing the attention and loyalty of younger men, the typical "push an ad to them and hope they pay attention" model no longer cuts it. Younger men want more.

Online advertisers continue to ignore military families, a large, hugely loyal group of consumers practically begging for attention.

There are a few things that really annoy me when done incorrectly, and in the long run they will really irritate your CFO as well. The first is e-mail addresses that don't match the domain of the Web site. There is no excuse for this marketing faux pas. This is not an opportunity for you to be creative or work in the name of your new puppy.

Michele Hughes is responsible for providing digital marketing services and solutions to Procter & Gamble's brand-building teams. A 16-year veteran of P&G, Hughes began her career there in the IT department of the UK organization.

Engagement, that highly prized but elusive criteria for evaluating Web audiences, has a new yardstick courtesy of Web analytics firm WebTrends. Its Marketing Lab 2 product suite lets marketers attach specific values to each of their Web pages or interactions on those pages and then automatically calculate an engagement score for every visitor.