• by Laurie Sullivan , Staff Writer @lauriesullivan, July 19, 2010

New York investment banker Joshua Wepman, vice president at GCA Savvian, provided some insight into the ad display landscape. During OMMA Ad Nets, he called the market "overcrowded" with 24 categories supported by 192 companies where venture capitalists infuse about $2.5 billion in funding for the $8 million display market. Compare that with the $17 billion search advertising market. There will be consolidation, he told attendees.

Wepman also confirmed data is the new currency in the targeting world, but not all data is traded equally. Social sharing produces the most value data, followed by search intent, and retargeting.

Observations include: 1) Over crowded marketplace 2) Publishers threated 3) Google moving more aggressive into display 4) Data is the new currency 5) Agencies threatened 6) Publishers need to leverage their advantages 7) Networks must adapt 8) Consolidation inevitable

Video: Promotes more engaging ad content Has five to six times higher yield than display ads Growing more quickly than display