• by Joe Mandese  @mp_joemandese, November 6, 2008

To illustrate just how quickly the roles of industry players are shifting, Scott Schiller, EVP, Global Marketing, Glam Media, drew some remarkable examples during the “Long Tail Wags Back: Can Ad Nets Be Media Companies?” panel at OMMA Ad Nets.

“You have Microsoft buying ad agencies. You have ad agencies buying ad networks. The world is blurring,” Schiller said, adding that the whole shift is predicated on an even more fundamental proposition.

“This all has to be founded on where the consumer is going and what they are doing.” Not surprisingly, Schiller noted that what consumers are doing is going to many more places that require the kind of aggregation only possible via advertising networks.

“The consumers on average are going to five, 10, 15 sites per day, and to get those audiences is just an entirely different world,” he said.