• by Wayne Friedman , Staff Writer, July 23, 2013

How can you have "premium” display when there is an unlimited amount of inventory? The question was asked Joe Mandese, editor in chief of MediaPost at the OMMA Premium Display in Los Angeles.

John Tuchtenhagen, vp and group director of media of Digitas, asked another question -- hopefully leading to an solution: “If YouTube is a vast ocean, how do you create a cove for your dolphins to swim in?”

Greg Pomaro, senior vp and executive media director, T3, said: “We have somewhat muddied definitions of premium... Some scarcity may be tied to the brand halo that the publisher brings.”

Alan Smith, head of media, NA, of Essence, believes highly contextual content can bring about scarcity: “High impact placements are valuable.”