Understanding the cosmological evolution and growth history of the population of supermassive black holes is a major theme in extragalactic astronomy. However, it is not possible to carry out direct measurements of black hole masses in distant quasars. Instead, estimates of black hole masses in quasars generally rely on scaling relationships that are calibrated via reverberation mapping observations of low-redshift active galaxies. I will present an overview of the method of reverberation mapping and discuss the prospects for improving the methods used to determine black hole masses in active galaxies, focusing on recent results from the Lick AGN Monitoring Project.