Josh Quittner, editor at large, Time, Chris Anderson editor in chief at Wired magazine both agreed that home pages are an aspect of wired and wireless that is shrinking as people go directly to content. "We live in world of hyperlinks, a  river of conversation, where individual stories rise on thier own merits," says Anderson. Quittner noted that New York Times for iPhone has one advertiser on the home page.  "So how do you monitize free content on digital devices?" he asks. Anderson, who noted that one advertiser is fine if the price is right, added that, besides …

The answer to effectively monetizing social networks, according to Anderson (who himself claims to be too ‘wired’ to partake in the medium), is hyper vertical content segmentation. At that point, advertising has the opportunity to become so relevant that’s it as attractive to consumers as content itself. The distinction between content and advertising fundamentally blurs.

With the Chrome web browser, is Google aiming to cut off Microsoft, Quittner asks. Without really answering the question, Anderson says the real question is whether we should be worried about Google overall? Neither good nor evil, continued Anderson, Google is fundamentally a company driven by math -- true and altruistic -- making it perhaps Darwinian principal at work. Then why is Google responsible for so many (‘till-now) unsuccessful projects and services? That’s not a failure of the underlining philosophy that math always wins, says Anderson.

So, "Where’s the Wired magazine app (as in web application)," asks Josh Quittner, Editor-at-Large Time, Inc, of Chris Anderson, Editor-in-Chief, Wired Magazine. “It’s the first thing I’m really getting excited about in a decade,” said Quittner. Without really answering the question, Anderson said parent CondeNet does have some dedicated iPhone app’s. Right now we think of the iPhone as a great web browser, said Anderson. “I really don’t like the web browsing as much as the pure apps,” Quittner said in retort. The debates goes on...

What does data portability mean to marketers? It’s “a way of technologically breaking away from the constraints of the cookie,” says Ted Shergalis, co-founder and chief strategy officer of x+1, to know far more about the consumer. Indeed, rich data collection is great for marketers, says David Honig, co-founder of Media6 Degrees, but the “advantage to consumers is small.” Shergalis …

Why are OMMA attendees listening a National Geographic rep -- Rob Covey, SVP of Content Development and Design, National Geographic Digital Media -- during lunch? Because, according to MediaPost editor-in-chief Joe Mandese, Nat Geo is perhaps doing the best job of navigating the new media landscape. Because, there’s so much more to their brand than the yellow binder than Nat Geo is famous for. And, because they’ve got the coolest wilderness-filled video with which to dazzle attendees while they eat. "We certainly are rich and long in content," remarked Covey.

What will it take to move ad dollars online? “Years and years and years of haranguing,” proposes Dennis Miller, general partner of Spark Capital. “You don’t get fired for buying NFL football,” he says. But experimenting with an interactive video game or YouTube is another story. Many marketers say they’re wary of YouTube or other Web sites because they’re afraid the content will be too racy or amateurish for their brands. But Miller, a former executive at Turner Network Television, said Madison Avenue execs had similar complaints about cable years ago. Satya Patel, principal of Battery …