Joseph Turow, the Robert Lewis Shayon Professor of Annenberg School of Communication at the University of Pennsylvania says he was mysteriously getting ads for social dating -- and his age. Speaking at the OMMA Data & Behavioral event, on a panel about privacy, said "It occurred to me that one of my students was doing research on social dating, and I went to one of those websites." The Internet and privacy? It's going to get complicated. "In a couple of years, it's going to be television," he said.

Difficult (and inciting) as it may be, consumer advocates and private interests are determined to shed more light on marketers' data tracking practices...

Asked about what level of micro-targeting online—even linking profiles to voting records—is acceptable Joseph Turow of the Annenberg School of Communication at U Penn, suggested target-marketing can’t be stopped but that people should have better notice and control over what messages they’re served. The FTC’s Christopher Olsen responded that transparency is important but not sufficient. He argued that lengthy privacy policies have proven ineffective, making it necessary for companies to take other steps, like giving consumers access to their profiles so they can see what behavioral buckets they fall into. Then they have the option of opting out of being …

Invoking the "I'm a consumer too perspective," privacy and First Amendment legal expert Jane Yakowitz doesn't seem so keen on kowtowing to consumer concerns about their online privacy.

That's what Marc Groman, executive director and general counsel, at Network Advertising Initiative and morning keynoter at OMMA Data and Behavioral in New York suggested.

Watch out, Madison Avenue -- Policy makers in Washington are watching you very closely. So says Marc Groman, Executive Director and General Counsel of the Network Advertising Initiative, during a late morning keynote at OMMA Data.

That seems to be what the "Treading Water" panelists at OMMA Behavioral and Data conference this morning suggested.

Eugene Becker, vice president-analytics at GroupM trading desk Xaxis just gave me a new way to define what a DMP is, which is great, since the old way made my brain hurt.

Everyone at OMMA Data appears to be running with the quant-dominant theme set by Euro's Tom Morton. "Data's going to start driving creative," said Eugene Becker, VP, Analytics at Xaxis, a WPP company.

Emily Scott, director of marketing at online travel site Kayak, says it's not an either/or proposition when it comes to using parties. You know, first or third party sources of data.