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.

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