Quentin George, chief digital officer of IPG’s Mediabrands, said at the OMMA Ad Nets event in Los Angeles there is lot of waste with ad networks â€" 40%. He says his buys outperform search most of the time. But it still comes down that premium inventory still performing better. “There is built in waste in the system,” says George. George also notes attribution is a problem. “Agencies play a big role in this.”

Quentin George, chief digital officer, Mediabrands, says audience marketing differentiators include custom audience focus, riving media costs efficiencies, deliver audience at scale, and secure environment. On average companies have 40% waste on most network buys. "We outperform search most of the time. Premium inventory still performs better data = better performance," he says. He leaves us with points to ponder: Attribution needs to be solved. Self-regulate consumer privacy. Agencies to help publishers understand campaign performance.

Quentin George, chief digital officer, Mediabrands is sharing his vision on how audience marketplaces will transform the media landscape. 1) Start with the audience to connect brands with the audience 2) Take data and create a richer profile 3) It's not enough just to integrate data 4) Move from tonnage to relationships 5) Understand how to use data to take advantage of the efficiencies. It will require new technology, George says. Some of the topics George is discussing includes publishers and networks, eroding margins, perceived de-valuation of content and lack of visibility to price content.

Interesting opening remarks from OMMA Ad Nets sponsor, Tim Mahlman, VP-network sales at Yahoo. Mahlman said he and his colleagues were reminiscing about the early days of ad networks circa late 1990s, and said the perception back then was that it was like "throwing spaghetti at the wall," and that advertisers and publishers each looked at it as a "cheap, reach and frequency play." Nowadays, thanks to enhanced ad serving and targeting technologies, that concept has been turned upside down.

Pardon my reference to Jimi Hendrix, but I think the lyric is an appropriate way to get things off at OMMA Ad Nets today. That's because I'm listening to Rubicon Project founder Frank Addante framing some important issues and trends in the online advertising marketplace, and Hendrix came to mind. That's because Addante is saying the underlying reality of the advertising marketpalce has shifted from one in which advertisers and agencies placed ads in content, to one in which they are placing ads to reach audiences. Granted, that's the way Madison Avenue always planned its media strategies, but when it …

Yes, two ll's because we're keeping your calendar full of top notch events where not only do we cook your brain and make you smarter, we dump you into the toiling mass of industry leaders so you know you're networking with the best in the business. AND because we know you're all over the internet socially, we're making it easier for you to find who's talking about what at each event. As always - follow twitter.com/mediapostlive for 140 character late breaking details! Here's what's coming up AND what's looming (you know, so you can clear your schedule …