Throw traditional out the window and stop thinking like a creative in a print publication waiting for someone to turn the page. Only those who believe everything you know about online advertising continues to become outdated shortly after it hits the Web will succeed. Ad and search execs who have met with the Hearst media team say they "don't get search," and that they have "very junior people" trying to manage search and display. Although shocking, it's not uncommon for a publisher the size of Hearst to try and play catch-up by acquiring a company strong in search market and …

Settling down to relax on a nice sun-drenched beach in Southern California, Catalina Island or Maui might call for a good book. I know you entrepreneurial types. The kind of personality that wants to relax, but doesn't feel comfortable, so you go on vacation with your laptop and hide the business books way at the bottom of the suitcase in hopes your significant other won't find them.

Automation and self-serve processes for paid search and display ad buys will become the only way to realize the full potential of online advertising. It will cut marketing and advertising costs for those using the tools and move more of the billions of advertising dollars online. Tech companies need to develop these tools for buying audience target segments, too.

If Marketo's Chief Executive Officer Phil Fernandez has his way, CMOs will have tools to sit down at the table with CEOs and predict quarterly revenue based on marketing budgets. He thinks his company, Marketo, has developed software that can turn marketing into a profit rather than cost center.

At one time people called the act of Googling yourself on a search engine a vanity search or ego-surfing. Now it's a matter of self-preservation. The practice has long been a part of managing brand reputation, but individuals have learned the value of keeping track of information being collected and posted online about them, too. A study released this week could give advertisers insight into targeting paid search and display ads through behavior and social graphs.

Moderating tools might not replace the ability to comment on blogs or Web pages now, but they will quickly move in to become the dominate tool on social networks that allow people to join in the conversation and vote up ideas. Habits, attitudes and behaviors will play a role.

The topic didn't turn toward search until about 20 minutes into the presentation, but when it did Yahoo Chief Executive Officer Carol Bartz wanted to make it perfectly clear "we are in the search business," though the company has licensed Microsoft's indexes and algorithms to run the backend of search. The two claim ownership to a combined 30% of the marketplace.

Perhaps someone from Google should step in to run for California State Governor. The Mountain View, Calif. Search engine estimates that in the United States it generated $54 billion in economic growth during 2009. In a report released Tuesday, Google outlines the multibillion dollar impact by state, arriving at the value for each by itemizing search and advertising per spend and clicks, and adding in the number of Google Grants and amount donated for the year.

Encrypted search is probably one of the most important options for people searching on Google. It aims to improve privacy by creating an encrypted tunnel that allows data to travel between the browser and the chosen Web site or searches. Last Monday I told you how Google chief executive officer Eric Schmidt alluded to Google moving SSL into search, and by Friday the company had made the official announcement.

Just when you thought in-game advertising fell victim to declining video game sales, Microsoft turns advertising on its head and with positive stats proving us wrong. That's if you believe the findings.