Alan Chapell, President, Chapell & Associates, moderating the panel Targeting Your Customers’ Transactions: Behavioral’s New Frontier? where Omar Tawakol, CEO, BlueKai, told the audience at OMMA Global that companies need to become more transparent and gives consumers information about the data companies collect. Tom Phillips, President and CEO, Media6Degrees, added the industry needs transparency and self-control. Self-regulate, rally around a set of standards, Phillips says.

You get much better responses when BT is done in conjunction with contextual adjacencies, says Dave Zinman, VP and GM, Display Advertising, Yahoo. Where you are showing up is critical to how your brand is perceived, says Jim Larrison, Chief Revenue Officer, Adify.

How do you obtain data rights? "We've got to create clarity and understanding about where data comes from," says Jim Larrison, Chief Revenue Officer, Adify, because it is not always clear. "We need to agree upfront what data is going to be collected and how it's going to be used," Dave Zinman, VP and GM, Display Advertising, Yahoo. "We've been 15 years without place tracking pixels in on campaigns, we can take a couple of months and put the on there."

30% of direct response but only capturing a small percent of the branding dollars. "How do we go the extra mile to prove that behavioral targeting is delivering the results that online can?" Dave Zinman, VP and GM, Display Advertising, Yahoo! Inc.

"You are the change you seek," says Dave Zinman, VP and GM, Display Advertising, Yahoo, referencing, he says Barack Obama, and perhaps Gandhi. And says that targeting companies just haven't been able to invest the time to unlock the potential of behavioral targeting inventory. Gian Fulgoni says clients tell him they have to work harder to get a sales lift out of a targeted display campaign. But says, Jeff Hirsch, President & CEO, AudienceScience, there is greater efficiency available through BT. How long will it take industry to orient itself

Cookie-based ad targeting has been around for a long time, Gian Fulgoni, Chairman and Co-Founder, comScore, the networking lunch's moderator said by way of introduction, but it seems just to be catching on now. Oct 12 1999 was the launch of Engage, the fist behavioral targeting ad network, says Dave Zinman, VP and GM, Display Advertising, Yahoo, who was there. "The fatal flaw of Engage," he says, "was that no one wanted to pay a premium for it. The world of search educated the market and they are now willing to pay." "Behavioral targeting itself has not changed …

Several speakers on the mobile app panel at OMMA Global confirmed that Android is a fast-growing and increasingly important part of the smartphone app market. According to stats form Canalys, Android smartphone sales increased more than 1,000% from 2008-2009, rising from 660,000 to 7.8 million in that period. More recently, for the U.S. market ComScore found that, in the three months from November 2009 to January 2010, Android's market share in the U.S. smartphone market jumped from 2.8% to 7.1%, while Microsoft Windows Mobile fell from 19.7% to 15.7%. During this period Apple's share of the smarphone market remained stable, with a …

The panel on online publishing and mobile apps at OMMA Global got me wondering: how many iPhones have been sold? Turns out, a whole friggin bunch. Worldwide, 47.8 million iPhones had been sold by the end of 2009, and the number is expected to rise to 55.5 million by the end of the first quarter of 2010.  In the U.S. market, 21.6 million had been sold by the end of 2009; if each unit sold remained in use and represented one mobile subscriber, and there was no overlap with other mobile subscriptions, that would represent 9.3% of the 234 million mobile subscribers …