Interesting "breakfast presentation" that unofficially kicked off OMMA Behavioral in San Francisco this morning. It was made by Mark Zagorski, chief revenue officer of Exelate, one of a handful of
companies developing the so-called "BT 2.0" marketplace. Excelate isn't so much a BT developer as it us a "targeting exchange," and Zagorski's pitch made me think there's an awful lot of overlap
between what's going on in the audience targeting world, the rapidly expanding ad networks marketplace, and what agencies are doing in the space, er spaces.
Especially the big trend, as
Zagorski sees it, which is increasingly how marketers and agencies -- and many publishers -- are seeing it.
"It's powering what we are starting to call 'audience buying,' not just media
buying," he said.
