• by Gavin O'Malley , Staff Writer @mp_gavin, July 23, 2013

What defines premium display advertising, today. “Taking all the data available, and using it to improve an ad’s overall user experience,” according to Joe Licari, Director of the Advanced Creative Solutions Team at Yahoo, which was formed earlier this year to create more personalized ad solutions for clients. It’s about an “end-to-end conversation with the user,” Licari told attendees of OMMA’s Premium Display conference on Tuesday. Brian Fitzgerald, President of Evolve Media, couldn’t agree more. “Dynamic ads, very personalized,” is what premium advertising is all about, Fitzgerald said. But, does premium advertising effectively scale? Of course, according to Licari. Fitzgerald isn't so sure.