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."

Next up at OMMA Ad Nets is Don Epperson, CEO, Havas Digital, one of the largest ad holding companies, which, according to Epperson, is starting to look more and more like an ad network. “Ad nets business models are very applicable [to our business],” says Epperson. “We talking about trading media as a commodity, but valuing it as a commodity.” In 2007, 26% of our world spend was with ad network, ranging from 10%-40% across 30+ countries. Havas digital reached 311 million uniques visitors in October, according to Epperson.

Why do marketers need ad networks? Consider this: Yahoo has a 74 percent reach among Internet users, but it commands just 7 percent of the medium's usage, according to figures cited by Glam Media CEO and Chairman Samir Arora in a keynote address at the OMMA AdNets show in New York.

Arora just went a momentous step further, with regard to the health of display advertising, saying, “Total internet advertising should equal TV advertising very, very soon.” That's bold. Rules of thumb that will get the industry to that point faster include accountability â€" “Every campaign should have it,” says Arora. Additionally, “Every campaign should move toward direct response because it is so measurable.” Said Arora with regard to remnant advertising in social networks: “It’s not going away, but there is a move toward direct response.”

That's the assurance, anyway, of Samir Arora, chairman and CEO of content and ad network Glam Media. “Displays not in trouble," says Arora. "It's down in a down market, and it will go up again."

Are mobile ads actually selling cars? Can marketers track back and deliver ROI and other metrics? Those were the key questions Elgin Kim had for a panel of auto industry marketing execs at the OMMA Mobile show in Los Angeles.   “I don’t really know where you’re going with that,” said Mike Sage, VP, Sage Auto Group. “All we’re …

Omnicom Group is launching a new mobile practice that promises to marry behavioral and mobile marketing. The appropriately named Mobile Behavior agency is intended to help advertisers better understand consumers' mobile behaviors, hopefully leading to more effective use of the mobile marketing channel in conjunction with other media.

So what's the critical app for mobile marketing content? Well, if you're Walt Disney Studios, it may be Hollywood produced entertainment programming. But if you're a client of online marketing organization Ansible, it may be white papers.