• by Joe Mandese  @mp_joemandese, April 12, 2011

Nice little side debate breaking out between MediaCom's Chris Pyne and Omnicom's Jeff Minsky on the "Video Neutral Planning" panel.

Pyne says that MediaCom is finding, "increasingly that context doesn't matter anymore, in terms of business results. "We're finding just the opposite," says, Minsky, adding, "You can't scale with context, but you can start with context And what we're finding is that if you start with context it drives a much better ROI than if you start with behavioral."

Moreover, he noted that given the regulatory and consumer advocacy environment, and the fact that "consumers are getting more savvy with what we're doing," Minsky believes people will simply opt-out of behavioral tracking, and the industry might have nothing better to work with than contextual advertising and media. In other words, we'll be going back to the old days.