By 2020, behavioral targeting spend will surpass search spend, according to OMMA keynote Jeff Hirsch, president and CEO of AudienceScience -- formerly known as RevenueScience. (In case you’re wondering, Hirsch insisted the company is still very much focused on revenue and the science of generating it for itself and its clients.) Either way, if behavioral targeting is not part of your strategy, then you’re not going to survive in this space, Hirsch warned. That said, more companies have experience in the field than even they might know. Frequency capping, which has existed “since the beginning,” is a …

Giving the keynote presentation kicking off the day, Audience Science CEO Jeff Hirsh came out with a bold prediction: that BT spending will outpace search spending by 2020, at more than $25 billion. Today, its only a fraction compared to the 40% of online spending search accounts for. The key to building BT revenue is advertisers and publishers yielding more from push-based activity on the Web, as consumers browse sites other than search engines in researching purchases. Much of the current debate over who owns data ties into collecting and monetizing that audience behavior across the Web. Overall, Hirsh also …

It’s not even 9 a.m., and OMMA Behavioral attendees are already wrapping their heads around some challenging ideas like search retargeting and mobile search solutions with the help of Dave Zinman, vice president and general manager of display advertising at Yahoo. Pop quiz! With the help of cookies, how long after a consumer has seen a search ad, can they see a related/corresponding ad somewhere else online? Apparently 8 hours, but it’s typically within 15 minutes, according to Zinman.

Once again tomorrow at OMMA Behavioral we assemble the leading thinkers and practitioners of the online audience targeting arts. Almost two years ago we started this series wondering whether the ad world really needed a show devoted to a specific model of digital targeting. During our inaugural show at the Yale Club in NY, I remember WSJ VP Brian Quinn joking about the idea during a panel session. If we were going to have a show on just one kind of media buying then “Why not a show on Run-of-Site?” The need for a BT gathering was evident …

If you had five minutes in front of a venture capitalist to sell them on funding for Twitter, what would you say? Executives speaking on the "140 Characters or Less: Twitter Users Create Its Business Model " panel offered advice on creating a business model that could potentially make money. Jason Bucky, creative director and digital marketing consultant, suggests creating an online gallery of sponsored feeds, such as songs on Apple's iTunes store. You pick feeds that add value. You can approve the suggestion engine on Twitter have it feed into Facebook. You select three of more to activate …

There are numerous social Web applications other than Facebook to plant apps, such as the iPhone and LinkedIn. These sites are emerging as places where brands can put applications to connect with users. Are apps different if they are mobile? Do you have expansion of apps that go mobile or do you have apps specific to mobile? Yes, on both, according to David Vanderpoel, principal, strategy and marketing at North Highland. "It's the most intimate piece of technology you own," he said. "It's in your face."

Sebastian Gard, Manager of Digital Marketing and Social Media at Microsoft, revealed this remarkable budget allocation in his panel discussion: "Looking Beyond Facebook- The New Places for Advertisers to Unleash Apps." He went on to gush about the Zales/ Facebook Connect promotion that brought the jewelry marketer over 4 million uniques during the holiday season. So this raises the logical question, is any other developer platform even close? It appears it's Facebook or Bust. Chris Cuningham from Appsavvy and Kevin Barenblat from Context Optional both support the idea that Facebook is the best, and in some cases, the only …

"Facebook is a genius communications platform, but from an advertising aspect brands all agree with the challenge is interrupting the flow of communication," said Chris Cunningham, Founder and CEO, appssavvy. "The new version of sucking up with be following your CEO on Twitter," said Catharine P. Taylor, MediaPost columnist, who served as the OMMA Social conference moderator. "The willingness to accept social media as a marketing channel dives success," said Nick Sinclair, audience development supervisor, Universal McCann.

Quantify the value of consumers following social media posts, tweets and blogs became an important topic during the It's important to recognize people who share information about brands.

Tapping into social graphs allows marketers to evaluate media. It will become the wave of the future for social media, agree panelists on "The Personal CPM: Quirky Idea or Future Marketing Reality?" The panel is being moderatred by Charlene Li, who has been talking about the personal CPM, the idea that in a social networking context, people with different levels of influence among their peers will gain CPMs, based on their influence-ability. The idea includes the possibility that marketers would compensate people with high CPMs in social media because it makes them more valuable. "Everyone wants the Blair Witch …