But is cookie-based data comparable to the three months' worth of individualized search queries? BlueKai CEO Omar Tawakol says the answer is no. "Nobody ever in the history of the company ever took a cookie out and said, 'Ah ha, it's Steve,' " Tawakol said this morning at OMMA.
By contrast, when AOL released users' search queries, some of those people could be identified based solely on their queries even though AOL didn't release users' names or ...
Amy Richards, chief marketing officer of TubeMogul, says some publishers rather let some video avails go unsold than give their digital video inventory to the likes of the ad exchanges -- which can drive prices down.
"Really?", asks Jason Krebs, senior vp and chief media officer for Tremor Video. "They let inventory go unsold?"
Richards: "Yes. Or they put in house ads."
"Wow", says Krebs. "'It's not unsold. It's strategic perishability.'"
"There is a problem with scale," says Kat Chung, supervisor of digital for Initiative, when it comes from different video formats for certain marketers.
Jason Krebs, senior vp/chief media officer of Tremor Video, says for some TV sellers might say, "Thank goodness there isn't a 33-second spot or a 28 second spot."
Krebs believe standardization will evolve -- but there should be no rush. "Standardization is overblown in a lot of ways."
Brian Mandelbaum, vp ...
In the digital age, a multitude of channel options has made their job too difficult.
In that light Wepman says the CMO is going to be in the driver's seat, pushing digital businesses to work together or merge. He says consolidation of the business is inevitable. "The current landscape is too fragmented and too confusing."
Concerning the ad exchanges, he says ...
"It removes the busy work, so they can think," says Dave Marsey, senior vp of media for Digitas, speaking at OMMA Ad Nets. For example, a junior staffer can be trained for they don't have to worry about billing.
Marsey say this can lower fees in some areas for clients. He adds that media planners can then turn into channel managers who can create communities that drive earned media -- and be more strategic.
Can robots manage brands?
Melissa Goodis, Associate Media Director, CP+B, says "robots don't do strategy."
David D'Alleva, media director for SapientNitro, added "You need the human lens." For instance, he says new data can shed a new light on things. So, he says, questions arise: "Do we have to retrench our strategy."
Still, on the other side of things, Dave Marsey, senior vp of media for Digitas, says ad ...
Williams says Collective Media, the ad network company, is getting research data at set-top boxes which looks to push online media. "This gets us excited," he says.
Williams feels this will get clients attention because it takes data from the big media platform, TV -- still highly valued for marketers -- and turns the focus for Internet platforms.
"We were moving so much money," he said, with digital premium video and through ad networks. "But with that we got a lot more questions from our clients."
Those include accountability and more understanding. He didn't go into specific details. "We are trying to accomplish the best for our clients."