• by Mark Walsh  @markfwal, November 3, 2009

Kicking off OMMA AdNets mornining session, Matt Spiegel, CEO, Omnicom Group Digital, promises that digital advertising is finally poised for big changes after being mainly a "sideshow" for the last decade, accounting for only a tenth of all ad spending. But Spiegel says three factors have combined to push online advertising to a new level:

-consumer behavior fundamentally changing -technology: the rise of ad exchange and related technologies -money: the economic collapse last fall was actually good (in a way) for online advertising.

That's because "what it did was put a lot of interest on space...and then took away all money to do anything about it," said Spiegel. "When the ad business made money hand over fist, you didn’t need to focus on the new, but with the economy collapsing, that all changed." Feel better about the recession now?