• by Joe Mandese  @mp_joemandese, July 21, 2010

That’s what Jeff Hochberg, VP-targeting strategy and sales at AOL, said during an opening comment at OMMA Behavioral in San Francisco. AOL, which is sponsoring the event, and a similar one on ad networks that took place earlier in the week in Los Angeles, thinks the field is morphing into something else, and he predicted that AOL will not sponsor OMMA Behavioral or OMMA Ad Nets next year.

“But probably, OMMA Platforms 2011, and OMMA Audiences 2011,” Hochberg said. “It just seems to be the way things are happening.”

“We’ve actually been thinking about that,” concurred MediaPost Publisher Ken Fadner during his welcoming remarks. He said that he always understood that while behavioral targeting was a powerful new technology, it was always fundamentally about something else that he described as “scientific marketing.”

“It was clear that people were interested in it because people were interested in scientific marketing. It is kind of a code word for the science of marketing,” Fadner said.

AOL's Hochberg