If you're a CPG company, how do you convince a brand manger to invest in BT, especially when customers are going to the physical store, rather than online, to purchase products? Doug Chavez, senior manager for digital marketing at Del Monte Foods, says you tie cash register data into the BT platform to serve up more relevant ads when people are online. But the question for me is how targeted is that information to the profile of the consumer?

Understand BT is just a piece of the puzzle. Look at it as rich media. Doug Chavez, senior manager for digital marketing at Del Monte Foods, says "I know there are issues with cookies, but people need to remember it's not a perfect science. It's more directional than other types of advertising. More brand segments are becoming available through data. He says Del Monte views BT as a way to improve marketing by reaching more value responders. "This is why we should pay more to do this work rather than buy mass impressions. I can't buy boatload of …

Understand BT is just a piece of the puzzle. Look at it as rich media. Doug Chavez, senior manager for digital marketing at Del Monte Foods, says "I know there are issues with cookies, but people need to remember it's not a perfect science. It's more directional than other types of advertising. More brand segments are becoming available through data. He says Del Monte views BT as a way to improve marketing by reaching more value responders. "This is why we should pay more to do this work rather than buy mass impressions. I can't buy boatload of …

Doug Chavez, senior manager for digital marketing at Del Monte Foods opened OMMA Behavioral on Thursday to talk about how brands look at behavioral targeting. He threw out some stats: 43% of consumers are aware of the term "behavioral targeting." 64% would choose to see only ads that are relevant to them. And, 51% are uncomfortable with advertisers tracking browsing history. He says BT has value for everyone. It helps brand marketers understand of their customers. Allow agencies to get better results for clients. Give publishers the ability to segment content to the correct type of consumer.

In the opening remarks, Steve Smith, MediaPost columnist and BT conference MC, polled the industry to size the market. He says eMarketer's David Hallerman is in the midst of reworking the numbers that now suggest the market in 2009 will reach $1.1 billion this year, but expects it could revise to about 15% to 16% of display. Smith cites Jeff Hirsch from AudienceScience as making the bold statement that BT within 10 to 15 years would outpace search and become a $25 billion business.

Interesting "breakfast presentation" that unofficially kicked off OMMA Behavioral in San Francisco this morning. It was made by Mark Zagorski, chief revenue officer of Exelate, one of a handful of companies developing the so-called "BT 2.0" marketplace. Excelate isn't so much a BT developer as it us a "targeting exchange," and Zagorski's pitch made me think there's an awful lot of overlap between what's going on in the audience targeting world, the rapidly expanding ad networks marketplace, and what agencies are doing in the space, er spaces. Especially the big trend, as Zagorski sees it, which is increasingly how …

Whoops! The perils of live blogging: yesterday I wrote a post during the OMMA AdNets conference where I mistakenly attributed a quote to Dave Martin of Ignited -- in fact, it was Joe Eibert of Warner Home Video. The quote (partly summarized) was: "The precise audience targeting they allow can also over-deliver impressions, said Dave Martin of Ignited, who warned in some cases 'once you start to hit someone ten times, their purchase intent is going to start going down.'" Again, for the record, this was Joe Eibert and not Dave Martin. Profuse apologies to all concerned.

Wegerbauer just compared the art of dynamically serving banner ads to Tetris, in that it requires the advertiser to fit physical shapes into the right context, with the shapes and contexts however changing constantly with the passage of time. A neat metaphor. Of course, the corollary would be that it gets faster and harder over time too. Also, there is frenetic Russian synthesizer music in the background.