first commercially supported web publication and one of the first commercial websites. For many years, HotWired was regarded as the inventor of the digital banner ad, and the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. Andrew Anker was HotWired's first CEO. Rick Boyce, a former media buyer with San Francisco advertising agency Hal Riney & Partners, spearheaded the sales effort for the company. HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. The first web banner sold by HotWired was paid for by AT&T Corp. and was put online on October 27, 1994. Another source also credits HotWired and October 1994, but has Coors' "Zima" campaign as the first web banner. In May 1994, Ken McCarthy mentored Boyce in his transition from traditional to online advertising and first introduced the concept of a clickable/trackable ad. He stated that he believed that only a direct response model—in which the return on investment of individual ads was measured—would prove sustainable over the long run for online advertising. In spite of this prediction, banner ads were valued and sold based on the number of impressions they generated. However, Time Warner's Pathfinder (website), which launched on October 24, 1994, the same week as HotWired, but three days earlier included banner ads. Walter Isaacson, then President of Time Inc. New Media, and the Columbia Journalism Review, both credit Bruce Judson, then General Manager of Time Inc. New Media, with inventing the concept of the banner ad. In an interview for Harvard's Shorenstein Center for Media, Politics and Public Policy, on the history of the Internet, Isaacson discussed Judson's contribution, saying, "It really transformed everything. Immediately, Madison Avenue decided, 'Oh my God, we’ve got to understand this. We have to hire a lot of young people.' They would send us money. It was almost like you could look out of the Time-Life Building to Madison Avenue, and watch people walking with bags of money, to dump it on our desk, or Bruce Judson’s desk, to buy banner ads." The first central ad server was released in July 1995 by Focalink Communications, which enabled the management, targeting, and tracking of online ads. A local ad server quickly followed from NetGravity in January 1996. The technology innovation of the ad server, together with the sale of