Wow, I thought Web 1.0 media planning had more than its fair share of industry jargon, but OMMA Ad Nets moderator and industry digital guru Jason Heller proved to me that Web 2.0 has it beat, asking his panel to comment on the "multiple attribution protocol model that we're all moving toward now."

Not that reach and frequency are exactly en vogue in media planning these days, but the term "replication"is now being used by the online ad network community in a way that traditional media planners and buyers might have used to describe "duplicated reach" or what old-schoolers might have called "frequency."

If there was one thing that both vertical and horizontal ad net reps could agree upon Thursday -- apart from their distain for Google -- is the overall health of online advertising.

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So, horizontal or vertical networks, which one is the way to go? If you ask Joe Casale, CEO of big horizontal Casale Media, there’s room for both. Horizontals clearly have greater reach than verticals, but verticals offer better targeting for certain advertisers.

How does a horizontal ad network like Casale Media differentiate between target audiences? It doesn’t, accord to its CEO Joe Casale. “Billboards on the street don’t differentiate,” he said. “They reach who they reach.” Having said that, that reach is greater than a vertical ad network. “You’re going to find your audience at a much low price,” he added.

The most startling epiphany I took from Havas Digital chief Don Epperson's keynote at OMMA Ad Nets this morning wasn't that audience targeting is being decoupled from media content. I've known that for a while now. It's basically the trend being facilitated by behavioral targeting, and what shops like Havas Digital are doing is only accelerating that. The real light bulb moment for me, is how Epperson described the affect it is having on the role of agencies.

Why is Havas Digital, one of the largest media buyers on the planet, building a publisher network? No, they're not trying to build an ad network. Instead, Havas Digital CEO Don Epperson, speaking at the OMMA AdNets show in New York, explained that it's all about data, and planning by impression instead of placement.

Epperson is presently discussing Artemis. What is it? Havas' proprietary data processing system, which has profiles on about one-third of the global online user population. The agency is believed to have deployed the system internally for its clients and in-house organizations, but has not yet commercialized it to outsiders. That information, by the way, is courtesy of OMMA editor in chief Joe Mandese.

"More and more we are starting to look like advertising networks," Don Epperson, CEO of Havas Digital acknowledged during his keynote kicking off the OMMA Ad Nets conference in New York this morning. "I am here today to tell you what agencies can learn from advertising networks."