That's more or less what Allen DeBevoise, the CEO of Machinima is saying during his opening Q&A at OMMA Video this morning.

Some full discloser to kick off OMMA Video: Conference MC and MediaPost columnist Catharine Taylor doesn't give a "you know what" about a digital cable box, anymore. No, at least for the time-being, Taylor and her family are getting all the content they can handle through their other digital devices.

OMMA Video programming chair Cathy Taylor kicked today's show off with a personal anecdote many of us can relate to.

Jenna Umbrianna, Platform Media at Interpublic's Hill Holliday unit took exception to the way she was characterized in one of the OMMA RTB raw blog post earlier today ("A Trading Desk For Every Agency?"), and offered the following quote to clarify her position: "We have a great relationship with our trading desk [Interpublic's Cadreon] and we also work with DSPs."

Mobile alters the definition of premium inventory beyond context in the form a branded publisher’s page to a focus on buying by real-time attributes, especially location. Nexage CEO Ernie Cormier said premium, in effect, is in the eye of the beholder because a buyer can target according to different variable through RTB with location, device ID, or certain demographics. “When you have a discovery mechanism like RTB, where you have multiple buyers looking at impressions, and using whatever data signs their using, the whole idea of premium really gets lost in that mix.”

That's the piece of advice Jason Cianchette, General Manger, Liquid Wireless, Publishers Clearing House, just gave OMMA RTB attendees during the "Hand-Held RTB" panel discussion.

With an estimated 80% of unsold inventory in mobile, programmatic buying would seem a natural fit for mobile. But a panel at OMMA RTB raised some of the challenges facing mobile exchanges, mainly having to do with the medium’s relative immaturity compared to online. One big problem pointed out by Jason Cianchette, GM, Liquid Wireless (Publishers Clearing House) is that much of the inventory is crap. The problem is there’s a lot of publishers who haven’t figured out what to do in mobile so they’re holding back,” he said. That’s opened the door to “the guy with the sketchy app, …

It's all in the eye of the beholder, Roy Chung, associate director of emerging solutions for Publicis' VivaKi Nerve Center said during the mobile panel at OMMA RTB.

Any attempts by marketers to connect people's activity on mobile devices with their activity on PCs raises some obvious privacy concerns. But that isn't stopping some advertisers from asking to do so, says Jeff Greenfield, COO of C3 Metrics.

Mobile represents unique challenges in terms of the burgeoning RTB marketplaces, panelists on the "Hands-Free RTB" panel said during their opening comments at OMMA RTB.