Day parting is an important targeting technique that allows you to change your bid profile by time of day and day of week (which is technically called week parting). From a direct marketing/conversion perspective - this is important for several reasons:
1) Business to Consumer products/services have a different conversion profile than Business to Business products/services. This means that people tend to actually BUY at different times of the day depending on whether they are shopping for themselves or shopping for their work.
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The Marketing to the Max SDMA Conference got off to a great start with a presentation by Debra Aho Williamson, Senior Analyst, eMarketer.

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