• by Joe Mandese  @mp_joemandese, March 18, 2010

That’s what OMMA Global’s Thursday opening keynote Neal Mohan, VP-product management at Google called the vexing problem facing the $20 billion display ad industry.

“Consumers have really learned to ignore all the banner ads they see on the Internet each day,� he said, adding that despite that fact, online display advertising is growing and is, “On the verge of the biggest revolution in its history.�

There are "four broad themes to this revolution," Mohan listed:

1 - Media fragmentation is no longer a barrier. "We can truly get the right user at the right time," he noted.

2 - "We can be creative at great scale," he said.

3 - "Measurement is not vastly improving. We finally have the technology to get beyond the click... to true brand lift and consumer interest."

4 - "We are learning that the Web is social, just like real life."