Wendy Davis, senior writer, MediaPost, led a panel discussion titled "Can The BT Industry Survive Opt-In?" The panel got underway with Davis asking panelist if anonymous behavioral targeting poses a privacy threat or is it just a perception. Chris Jay Hoofnagle, Director, Information Privacy Program, Berkeley Center for Law & Technology, says it's more about sensitive information, rather sensitive behavior. Omar Tawakol, BlueKai CEO, weighted in by saying data is being traded in the shadows in the offline world, so does that mean we can do it too? It appears online marketers are being held to a higher …

In the next two years expect behavioral targeting (BT) to spur massive business intelligence (BI) investments, says Young-Bean Song, senior director, Atlas Institute, Microsoft. Other things to expect: 1) New conversion attribution ROI reporting rules and greater ROI for display ads 2) Traditional media metrics for every media proposal 3) Brand advertisers will hold publishers accountable for delivering on their forecasts 4) Trends for larger and more expensive ad units to entice brand budgets 5) Brand dollars will finally follow the eyeballs.

Young-Bean Song, senior director, Atlas Institute, Microsoft, lays out his view on the purchase funnel and pinpoints the best time to trigger behavioral targeting at about 12.5 days before the consumer purchases the products. He explains the processes during OMMA Behavioral session: The Power of Translation â€" Trading in “Behavioral Targeting, Click-Throughs and Conversions” for “Targeted Reach, Engagement and ROI.” He says that while search and affiliates deliver the consumer to the brands, consumers might begin searching for information on the product at photo sites and social networks three weeks prior to the purchase.

When Del Monte's s Doug Chavez wanted to know how an ad company he uses collects data, he first had to sign a non-disclosure agreement. He wasn't pleased. "That's B.S." he declared this morning. "If companies want to continue to play that game in Washington, they're not going to win." Companies that can't disclose how they collect data and what they do with it, do a disservice to the entire industry, he said. Chavez said that just as companies need to be open about their ad technology, analogous to the need to be honest when trying to reach people …

Insight from the Keynote Panel: Show Us the Efficiency: Is the High Tech of BT on Target for Low Budget Times? -- CMOs need to become analytic experts, according to Doug Chavez, senior manager, digital marketing, Del Monte Foods. It's a fast growing trend, but this will elevate the game for BT. The ad industry is shifting from an art to a science. Analytics is replacing primary research. Now companies are analyzing behavior. "The data is sexy," he says. -- As data gets more advanced we get more sophisticated in the use of the data, but the more …

Consumer advocates have raised privacy concerns about behavioral targeting for a decade. But have marketers been listening? Apparently yes -- at least in some cases. This morning, Del Monte digital marketing exec Doug Chavez asked the audience at OMMA Behavioral whether anyone had ever been told by marketers to avoid behavioral targeting due to privacy concerns. A small scattering of hands went up. Admittedly, it was an unscientific survey. Still, it seems to show that privacy concerns are having at least some impact on marketers.

As consumer marketers you have always known your market and what brands resonate with them, but when it comes to media there has always been a breakdown, according to Joe Mandese, MediaPost editor-in- chief, who's moderating the panel. How is it influencing the overall media planning processing? Is it everything or only the 15% of targeted ads? It's forcing us to be more strategic and look more closely at how we use the data, says Chris Portella, Associate Communications Director, Universal McCann, which oversees media and planning for Zune and Xbox. Jeff Matisoff, Associate Media Director, Black Bag …