MediaPost Social Insider columnist Cathy Taylor has it, and used it to kick off an afternoon session of OMMA Publishing panel themed "Can Video Be Monetized." Read on and find out.

Craig Shapiro, President, New Media, Good Inc. got the final word on the hyper targeting panel, and he ended with a very Zen-like point.

Brendan Monaghan, Director of Business Development at Washington Post/Newsweek Interactive is an agnostic kind of guy. When it comes to platforms for hyper targeting -- ie. putting WaPo's content into the hands of others to distribute -- he doesn't have a favorite, per se.

How do you measure engagement? Well, everybody's doing it, but the trouble is, advertisers don't have standards to measure one publisher's engagement against another's.

Turns out that visitors to Portfolio.com were coming in sideways, through search, etc, consuming media in different ways.

Know thy audience; those were the words of wisdom doled out by Ammo Marketing's Gary Stein, moderator of the "Building Community into Content" panel at the OMMA Publish conference in New York.

Ad networks: pearls or pork bellies? That was the question facing a panel of publishers, ad network operators and ad agency executives at the OMMA Publish show in New York on Tuesday.

"It is raising havoc. True story, I don't think I've been home for weeks," Havas Digital's Ed Montes confessed, adding that he is "hopeful" that technology will help make agency life saner, not worse.

Setting up a panel discussion about the meaning of online "performance" advertising, Wenda Harris Millard recalled her experience as chief revenue officer at Yahoo, where she was also a big advocate of brand advertising.

avas Digital's Ed Montes thinks online is the last medium that is likely to be commoditized by advances in media trading technology. His reasoning: Agencies like Havas' are moving more toward valuing online inventory "at the impression level" and away from looking at it as aggregate tonnage.