"Any ad that is being targeted with data ... will need to be identified if the self-regulatory process goes ahead. There has to be a consumer-freindly balance in the marketplace. Data is going to be used far beyond what's going on in the online space," says Adam Gerber, CMO of Quantcast. "There's a sniff test that's hard to regulate," he continues. For instance medical data. Foot cream ads are probably OK, but targeting people with terminal diseases is not. There are many shades of grey between. "You have to start by asking, 'What am I afraid of?' People don't …

In the traditional world the value of media is dictated by it's scarcity, says Adam Gerber, CMO of Quantcast. "The difference in this space is every client has hard metrics they can measure. And they can, depending on their inventory, decide if it's worthwhile to pay the asking price for a CPM." "There's no data, only bad price-points," says Greg Skipper of Advertising.com. With the right data, a one penny CPM is worth a penny, and the data made it possible to determine this. Does this frighten publishers? Yes. CORRECTION: The quote, "There's no data, only bad …

"Retargeting is great but it doesn't scale," says Adam Gerber, CMO, Quantcast at OMMA's Metrics and Measurement panel "Data: The New Steroid." "You can have inferred data applied at the cookie level and they cross each other. I wouldn't have people think of inferred and cookie data as being separate," . "Is the modeling good, how accurate is it?" "We get a new data element in and we look at a new proof set we can verify it in. I can tell you none of the data providers are very good," says Ken Roma VP if Strategy and …