• by Laurie Sullivan , Staff Writer @lauriesullivan, July 24, 2012

How does the online ad industry reduce the number of ad inventory? Mike Rich, VP Media, comScore, taking the stage at OMMA Premium Display in Los Angeles defines "scarcity," tell us how to get there, and what publishers need to do. He's walking through two key themes – how to motivate the industry to support fewer display ads. If someone doesn't view the ad the ad is worthless. And ways brands can demonstrate the value of the ads served.