Time Inc. Digital chief Kirk McDonald's quip: "Ad Networks have taught us a valuable thing, now maybe they should go away now that they have."

Sound scary? Nah, but it may be a necessity, according to Kirk McDonald, president-digital at Time Inc., speaking on the opening panel at OMMA Publish this morning. McDonald, the only executive to wear a tie on stage so far today, said that faced with the overly abundant supply of online advertising inventory, "I think we have to find ways of reintroducing scarcity." I'm not sure why, but the room at OMMA Publish did not break out into a standing ovation at McDonald's suggestion. Maybe it's because they were listening carefully to find out how he might suggest the …

Commenting on President of Digital at Time, Inc. Kirk McDonald's tie, Wenda Harris Millard, President & COO, Medialink, asked if it was just his tie or a symptom of the downturn. McDonald explained that he spends as much time with Time's brass, the CFO and CEO, as he does with anyone, so the tie is part of the uniform. Millard sees this as a good sign for the head of digital, "For so many years digital was really apart from and not a part of," she said. When Millard brought up NBC chief Jeff Zucker famous quip about …

In a conversation with Peter Kafka kicking off OMMA Publish, Jimmy Pitaro, Yahoo's VP of Media acknowledges the company's strategy over the last decade has alternated between a focus on creating original content and aggregating third-party material. The main difference in Yahoo's renewed focus on original content now compared to the Terry Semel/Lloyd Braun era, is that the "snackable" video programs the company is serving up today, like Primetime in No Time, are based on audience insights. Search patterns the day after shows like "American Idol" showed people were interested in a recap program--a vast focus group, in effect. …

That's the Zen-like parable that Yahoo has been trying to answer in its most recent dive into the creation of original online content, according to James Pitaro, head of media at the online destination. "Historically, we have created content for audiences," Pitaro told an audience member at OMMA Publish in New York this morning. "For the past year or year-and-a-half, we have been looking to create more and more content that takes the advertisers interests into account." Don't get Pitaro wrong. He's not saying that Yahoo is "going to go out and create an infomercial. What we're trying …

Vobile president Larry Meli says his company's digital fingerprinting technology has already resulted in millions of takedown notices demanding that Web sites remove pirated material -- including streams of live sporting events like the Superbowl and NCAA finals. He adds that the company has had almost 100% compliance with the takedown requests.

Afternoon keynote speaker Greg Jarboe, President and Co-Founder, SEO-PR, says he wants to bring a different perspective to the conference. “I’m not an ad guy; I’m a pr guy,” said Jarboe, who described himself as a fish out of water. Let's start with some popular industry myths, which, according to Jarboe include: The only content you find on YouTube is short-form content. (YouTube has over 10,000 content partners creating “content.”) YouTube videos are grainy and poor quality. (YouTube went HD about a year ago, and now has more HD videos than any other site online.) YouTube is only monetizing a …

What's the raison d'etre for branded video? It boils down to engagement and building loyalty, according to a panel featuring media buyers and excutives from Microsoft and Digital Broadcasting Group. So-called "utilitainment" vehicles like branded video are needed to cut through ad clutter and connect more directly with consumers by providing interactive and social tools along with video to get a brand's most loyal customers to engage and share their enthusiasm with others.

How do CMOs deal with "horny" young male consumers, and balance their taste for racy content and brand integrity? Kathryn Koegel, Marketing Lead, Primary Impact, wants to know. They have to figure out their threshold for chaos, says John McCarus, Vice President/Group Director, Brand Content, Digitas. Sometimes it makes sense for a brand, but the mistake that brands make is going racy just for the heck of it, says Russ Axelrod, Senior Brand Strategist, Branded Entertainment and Experiences Team, Microsoft Advertising. "Pushing the envelope just to push it even when it doesn't make sense for the brand," as he explains.

The NHL has long been a distant fourth to the NFL, Major League Baseball and the NBA when it comes to a national TV presence. But Larry Gelfand, senior VP for Media, for the NHL, said highlighted how the league is taking advantage of digital video across multiple platforms to broaden its distribution. "Video is central to everything we do," he said. That includes building a "first-class' video player, being the first league to partner with YouTube, adding NHL video highlights to Yahoo's hockey fantasy league, creating a mobile video presence with Quattro Wireless, in addition to its programming …