Trendline Interactive Morgan Stewart, the Email Insider Summit's programming chair, notes about half of the attendees are first-timers.

MediaPost Chairman Ken Fadner is opening the 12th semi-annual MediaPost Insider Summit, the 6th fall version in a row held in Park City, Utah. When not opining on the future of email marketng, snowmobiling is an opportunity for recreation for the more daring than skiers.

EmailDirect said Pitney Bowes has selected it to handles its email marketing aimed at small- and mid-sized businesses globally. Sacramento-based Email Direct has a "pbSmart(TM) Connections" product.

The keynote address at the MediaPost Email Insider Summit that's about to start will be delivered by Threadless CMO Cam Balzer, who offered an interesting Q&A with Forbes last year: .

What should marketers be wary of when working with DSPs? Panelists stressed that DSP partners should be explain clearly the rationale behind their bidding strategy and how it fits campaign objectives. If they can't do that "it's a big red flag," said Turn's David Simon. Vik Kathuria, a managing partner at Mediacom, added it's also important to make sure the DSP is using appropriate attibution models that fit with campaign goals. Another piece of advice was not to use multiple DSPs at one time for a campaing to avoid conflicts. Just stick with one you have a trusted relationship with.

The final panel of the day at OMMA Display looks at what real-time bidding (RTB) really brings to the table, all hype aside. So what good is it? According to a panel of agency executives and online ad platforms, RTB's chief benefits include bringing operational and pricing efficiencies, attribution and targeting precision. "If you see a user that valuable to you, you can buy that user. Everything else is a proxy," said David Simon, director of business development at Turn. "That's to me what RTB offers that no other media tactic delivers." Chris Hansen, president of NetMining added that while …

That's how the RTB (or real-time bidding) panel at OMMA Display sized things up.

Jeff Einstein of the Brothers Einstein is playing the role o fAndy Rooney of the afternoon's social media panel. He calls Facebook, like every other online ad intermediary before it, the "wrong model for the wrong medium." He argues that you can capture people's attention as they go from one place to another online is off-base. "The last thing you want is to be interrupted in that journey," he said. He recommends a return to advertising geared to destinations where people are more likely to be in lean-back mode similar to TV. "Nobody goes anywhere for the ads." Hard to …

Where can brands achieve scalable reach? With the fragmentation of TV viewers, they're looking for it online, according to Jeff Einstein, one half of creative strategy and branding boutique The Brothers Einstein.

The OMMA Display gorilla panel took an interesting turn when Einstein Brothers' Jeff Einstein suggested that the real problem with media -- particularly online, and even social media -- is that it can’t deliver the kind of scalable reach that television historically has.