Marketers need redundant reporting and tracking metrics? It makes agencies feel more comfortable, according to Mary Huffman, executive vice president, Ionic Media. Really? That's one comment that stood out during the panel at OMMA Performance on Monday geared toward marketers. This might be the first time I've heard "redundancy" integrated into a business plan makes sense. Is this the cost effective solution? Dax Hamman, vice president of display media at iCrossing, couldn't have disagreed more. He says marketers need to recognize who is driving attribution from the organization and take responsibility for the performance.

Marketers have begun to look at agencies and ask for performance-based compensation methods. Mike Pugh, vice president of marketing at j2 Global, says his company has begun to offer this service. Mary Huffman, executive vice president, Ionic Media, sees performance opportunities in media that wouldn't have traditionally allowed the new avenues. Frances Friedland, senior marketing manager at Vail Resorts, relied on long-lead campaigns until their customers started changing booking habits. Trying to following more than just the sales, some of the success metrics now include cost per engagement. She says the goal is to use display and search advertising …

Consumers want to view ads if you give them the opportunity to pick the ads they view. That's according to one panelist during the "Data if the Name of the Game" panel at OMMA Performance in San Francisco Monday, who also says in the same breath that most consumers don't understand cookies and retargeting ads. Okay, guys, what gives?

During the "Data if the Name of the Game" panel at OMMA Performance in San Francisco Monday, president and chief executive officer at eBureau revealed a recent conversation with a Google employee who said 90% of the folks that go into Google search to plan with the transparency tool inform the targeting engine rather than opt out.

Interesting takeaways from Young-Bean Song, senior director at Microsoft Advertising Institute, at OMMA Performance. He says the brand dollars will follow the metrics, not just the click-through rates, but traditional like reach frequency and GRPs, a unit of reach. One GRP is the equivalent of reaching one person once. Marketers must go beyond the last click in the ad to measure performance. Marketers who don't will start at the purchase funnel and end up with a whole bunch of conversions and nothing else.

Young-Bean Song, senior director at Microsoft Advertising Institute, told OMMA Performance attendees in San Francisco on Monday that data needs to prove the outcome of a campaign. But that outcome has become complex. So, marketers need to find a new way to take the data and prove the outcome. During the next few years, companies will bring traditional media metrics to an online media plan, and design new standards for return on investments (ROI). Today, the industry talks about cost per activation and cost per sale, but that will change. It must because the online funnel is long. …