You wonder about when changes will comes to data and privacy? Better think about the age of your Congressional representative. Dan Salmon, equity research analyst of advertising and marketing services, BMO Capital Markets, says you need to consider the fact  the average age in the U.S. Congress is 58 years old. He says: "Then you are looking at the early 2030s when 'digital natives' take over." In other words. "Be patient is the point."  

the old truism of media budgeting is no longer true

Dan Salmon, Equity Research Analyst, Advertising and Marketing Services, BMO Capital Markets, gives us a snapshot of how advertising budgets get allocated: Paid media makes up about 87% of marketing spend Advertising, 53% Marketing services like direct mail makes up 34% IP marketing ad agency fees, 8% Data and intelligence makes up about 4% of spend Despite all the hype, software and technology only makes up about 1% of spend. IP marketing 25% of marking spend. Not just the internet but mobile and connected TVs.

because you would probably die.

"creating serendipity"

OMMA Data and Targeting "Organization" panel moderator Joshua Koran used a good metaphor to prompt his panelists to explain what they really want from data and data integration.

no rest for the weary

Iteration means tolerating testing and failure before reaching success, said Tyrone Anderson, Senior Director, Strategic Services, BlueKai. Partners have begun to take digital analyses and use it for TV advertising.

A plea for experimentation at OMMA

Joshua Koran, VP-product management-research and data at AT&T AdWorks, and moderator of "Organization" panel at OMMA Data and Targeting in Los Angeles, kicked the conversation off by asking how agencies were integrating data a year after the "year of the data scientist."