The best line so far today at OMMA Global and it was uttered by Goodby, Silverstein's Rich Silverstein in exacerbation over the dumbing down of America -- the one that's being caused by the shift in our cultural and media sensibilities. To make is point, Silverstein is showing a series of then and now juxtapositions. Like the Super Bowl image of the commercial that introduced the Mac computer in 1984, and the current new millennium version of a GoDaddy commercial babe. Another juxtaposition: Walter Cronkite to Bill O'Reilly. Or JFK to Sarah Palin. ("I think whoever we …

Super Bowl Apple 1984 vs. Go Daddy The Most Trusted vs. The Most Watched Walter Cronkite vs. Bill O'Reilly Profiles in Courage vs A Hockey Mom John Kennedy vs. Sarah Palin "Do we really want to elect someone just like us?" Silverstein asks. "Someone should read books that elect. Thank god this is in San Francisco, I'd get shot anywhere else."

Although a bit complicated, it's not really rocket science, though companies like AudienceScience believe it's the science of reaching audiences. Companies need to educate marketers. The technology remains too complicated. Still, Todd Teresi, Chief Revenue Officer, Quantcast, says "we are seeing hundreds of Web destination a day - about 35 million - that want to gain insights on why and how to reach consumers." The panel discussion is a good start, and the group is headed in the correct direction, but the BT industry still needs to do a better job at making it easy to buy behavioral targeting services. …

My favorite app described at OMMA Global so far: Sit'n'Squat, a mobile app that helps you locate public bathrooms.  Currently sponsored by Charmin', the app includes not only maps but photos and reviews of bathrooms by users. This last detail elicited a minor wave of revulsion from the audience at the mobile panel, but I bet at least a handful of the groaners are going to check the app out. Besides Charmin', I wonder what other advertisers might be interested in this inventory?

The push that enabled online ad targeting to thrive: the massive explosion of the social Web, the continued movement to consume media in micro content form, the emergence of data exchanges and real time bidding. Glenn Fishback, SVP, Adify Media, says people have started to look at analytics and understand the data--how to talk to potential and existing customers virtually one-on-one in a way "you're not freaking people out."

The push that enabled online ad targeting to thrive: the massive explosion of the social Web, the continued movement to consume media in micro content form, the emergence of data exchanges and real time bidding. Glenn Fishback, SVP, Adify Media, says people have started to look at analytics and understand the data--how to talk to potential and existing customers virtually one-on-one in a way "you're not freaking people out."

The mobile panel at OMMA Global including a warning against lovin' and leavin' your target consumers, especially with mobile advertising campaigns that involve a lot of interaction with the individual consumer. What seems like a limited, transient ad campaign to you may be perceived as something more serious and lasting by the consumer. As an example, one panelist recalled a mobile campaign on behalf of an unnamed brand in which kids got messages from well-known sports figures. When the campaign ended, the agency continued getting plaintive messages from kids who participated, wondering why they weren’t getting messages from their famous friends anymore.  Aww, sad!   …

"We need to make sure [the online BT ad industry] isn't held to a different standard than other industries, says Hans Theisen, CRO and Co-founder, Cardlytics during the Targeting Your Customers’ Transactions: Behavioral’s New Frontier? The direct mail industry infringes on this notion of privacy more than the online industry ever will, adds Tom Phillips, President and CEO, Media6Degrees.

It was offered in good humor, and it got a laugh, but if there's any truth in it, one survey finding thrown out during the afternoon mobile panel at OMMA Global may explain why mobile advertising has been slow to take off in the U.S.: while 100% of brands are interested in doing mobile, 70% of agencies think it's "too complex." Ruh-roh.