A week after Facebook announced that it rode mobile to a successful Q2, fellow social media giant Twitter had similar news. Of its $277 million ad revenue last quarter, 81% came from mobile ads. But how much help was MoPub, the mobile ad exchange Twitter acquired last year?

I've used some version of the "It's The Data, Stupid" line at least a half dozen times in the past year to make the point in columns or public speaking that audience data has become the real economy driving Madison Avenue's audience-buying systems, and someday, most of its media-buying. But I've never used it as appropriately as I am in today's RTBlog.

In response to a recent IAB Europe report -- which found that 25% of European marketers have never heard of programmatic advertising -- the Interactive Advertising Bureau (IAB) Europe has released a whitepaper to further educate the industry.

The final panel at last week's OMMA RTB in Los Angeles focused on the Facebook Exchange (FBX), and a good portion of the conversation revolved around mobile. By now you've heard that Facebook's revenue soared in Q2 because of mobile ads, and the panelists debated whether or not FBX would ever include mobile inventory.

The afternoon panel at OMMA RTB in LA tackled perhaps the most important topics of the day: fraud, trust and the potential for regulation in the programmatic marketplace. Moderator Dan Chen, managing director at Siemer & Associates, asked the panelists whether or not they believe the industry is evolving in such a way that regulatory organizations would be required to play a larger role.

Plenty of questions about data have been asked at OMMA Display in Los Angeles this week, including who owns it and what its challenges are. But perhaps no question has been more interesting than the one raised by Bob Ivins, chief data officer at Mindshare, during a morning keynote interview with MediaPost Editor in Chief Joe Mandese, although it wasn't so much a question as a statement of curiosity.

"Marketers envision a real-time, one-to-one future." That's the takeaway of a new study conducted by Forrester Consulting on behalf of MediaMath, a demand-side platform (DSP). The conundrum lies in the fact that data is both the problem and the "foundation" -- a foundation that is not trusted.

Its name suggests otherwise, I know, but the viewability problem is supposed to get smaller, not bigger. Half a year later -- half a year with viewability as a focal point, no less -- and the ad industry has gone backwards in its battle against viewability. The overall war is against ad quality, and exchanges are losing that too.

In 1964, ad agency Cunningham & Walsh created "Let Your Fingers Do The Walking" -- arguably one of the most indelible campaigns ever -- to help client AT&T market its Yellow Pages to consumers. Fifty years later, DataXu is flipping the idea for its descendant YP.com, effectively enabling consumers' cookies to do the targeting in order to help them shop the YP way. Or more precisely, to help national marketers target consumers in real-time based on what they are using their fingers to click on when searching for local products and services via YP.com.

Here's something I've been kicking around, and I'm hoping you can help me jump-start it. I'm thinking it's time for a good ad technology wiki. I'm not alone. In the past few weeks, I've come across others who are developing glossaries in an effort to get a handle on the torrent of terminology that clutters the technology-driven advertising and media-buying business. The problem with glossaries, IMHO, is that they define things strictly from the point-of-view of the authority that is defining them. And if there is one thing I've learned from covering advertising and media -- and the technology that …