Gian Fulgoni of comScore heated things up (as if it weren't hot enough here already) as he preached about the importance of "non-clicks."

We're among the elite, according to our Chairman and publisher Ken Fadner. Willard Scott, Ted Koeppel, Steve Case (ex-AOLer), and Bill Gates all call Captiva Island their winter (or summer, if they're up for the brutal temps) home away from home. Only at Search Insider folks, only at the Search Insider.

Another SIS is underway and it's shaping up to be a fierce game of buzzword bingo. As always, I'll be your resident buzz tracker -- reporting on the most popular topics, trends, and tidbits.

Jeff continues to extol the virtues of DART Search and DFA (he is a DoubleClick sales exec, after all). But what's really interesting is the quantity of data that the platform takes in and spits out. Advertisers can follow a customer's clicks from the first search ad, to multiple clicks on publisher pages, to the final conversion.

Jeff Dumakowski of DoubleClick gave us the rundown of the history of DART Search - DoubleClick's search management tool. -The platform was built in 98 (by Performics).

At the table with the Ingenio/Yellowpages.com/AT&T guys and overheard: "Well, we should probably take notes on these 'Ingenio Pay Per Call Network' sponsored notepads."

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. Jocelyn Griffing, SVP, Online Media, ICON International, part of Omnicom: Budgets are up, we’re doing really well. I will say there does seem to be a bit of a pullback from some other the big players. Cree Lawson, CEO, Travel Ad Network: “We’re not seeing a slowdown … I think it’s more indicative of the fact that travel media said they were going to spend an …

sigh.  lots of "perspective" being throw around... only just now broken up by... "let's not play slap the carrot here"

"We're treating this by asking ourselves the question, 'why is this message better served on your handset than any other place'." says Scott Kelliher, Director of Mobile Advertising, Virgin Mobile USA.  Take that phrase and put it in the context of YOU and what you're working on right now.  Why would someone join your community, pass your video around, watch your digital outdoor ad... on that medium ... over another medium? In an innovative environment it is so important to question yourself because you KNOW people will tune out as soon as you stop asking.

Man this is hard for these guys.  It's 4:14PM Pacific Time, the cocktail party is looming, and it's the end of an intense 2 day conference, and the guys in the panel for Carriers: The New Media Companies are speaking to a pretty sparse room.  Which could be a good thing since these are the people who really want to hear what they have to say.