Following Aaron Goldman and Rob McEvily's retro 80's hip-hop intro, the first speaker at Day 2 of the Search Insider Summit -- David Zinman, vice-president and general manager for Yahoo's display
advertising -- started the day with a call for more harmonious coordination of search with other disciplines, including of course display. Zinman predicted that the new generation of DSPs, DMPs, SEM
firms will allow more flexibility in terms of moving money back and forth between search, display, and optimization, and coordinating these disciplines with each other. And they definitely work
together: he cited a study showing that coordinating display with search resulted in an average 155% lift in search activity across eight major ad categories including automotive, consumer
electronics, and the like.