Mark Westlake, EVP of Sales and Content for HowStuffWorks said that a significant amount of traffic to the brand's auto pages was routed from religious sites!

I caught up with Tacoda CEO Curt Viebranz before his panel and he gave me some insight to the timing of how the deal with AOL came together.

I talked to Harun Asad, director of AOL Media Networks, who said the timing is a complete surprise. He's been working with AOL partner Revenue Science on some thought leadership research about consumer attitudes toward behavioral marketing.

eMarketer is estimating that in 2008 spending on behaviorally targeted advertising will hit $1 billion, almost doubling this year's estimated $575 million. BT has arrived, but many in the industry as still trying to figure out what behavioral is and where it fits in their marketing mix.

Your view on things changes according to the lens you use. In the case of Friday's conference we tried to swap out the usual perspective on startup new media. Instead of the familiar cant about the sexy new technology, the revolution in marketing it might represent, we tried to bring in a more sober view. Through the lens of media planning generally, mobile still looks microscopic. As Joe Mandese noted in the first panel with agency executives, MAGNA reports that mobile marketing spend didn't even crack $200 million this year, barely "a rounding error" Joe said. Again and …

A 9-member panel of 17-and 18-year-olds at OMMA Mobile said the iPhone has to hit a $300 price point to make it something they would consider buying.

Pfizer is having some terrific success using mobile for its Lipitor cholesterol drug. Nihal Mehta, CEO of ipSH said mobile coupon redemption rates are running 55%. The way the program works is posters at doctors' offices carry a call-in number. Consumers dial into to a voice message system and get a text message back on their phone with a coupon code. Going to any pharmacist nationwide and showing the phone coupon gets the recipient a 30-day sample of Lipitor for free. Beside some pharmacists in the Midwest "freaking out," the cmapign has been a tremendous success, Mehta says. …

Lots of interesting stuff at the metrics session. Nicholas Covey from Nielsen Wireless says that in May people watching video on a cellphone watched 25% less traditional TV than the general population. Covey says Nielsen should be introducing a new product next month on the TV viewing behavior of mobile consumers. That behavior varies by carrier. Meanwhile, he said the Nielsen acquisition of Telephia should close in the 3rd quarter but look for merged data sets before then. The deal should allow Nielsen to really get at some of the 3 screen questions, he said. Jupiter Research …

Mobile search isn't only about the mobile Web, it's about voice search too. According to Bryan Kreuzberger of Jingle Networks, the #1 info request on 1-800-FREE-411 is for restaurants, the #2 is for hotels ... and some 300K users search for Walmart in any given month! Ad-supported mobile search is growing rapidly, with Microsoft, Google and other major companies eyeing the space -- but Jingle's 1 800 FREE 411 has been at the forefront.

Third Screen Media today officially added the AOL properties and is working with Advertising.com to integrate as well. It immediately adds to TSM's 34.86 reach, and adds 160 sales people internationally.