Noting that you don't have to go to an "automotive stock exchange" to buy auto stocks, Ben Fox, executive vice-president, Adconion Media Group, predicts that vertical ad exchanges will merge into broader ad exchanges... which will be welcome news to anyone who has ever hyperventilated after looking at that infamous exchange ecosystem slide.

Think about a connected car, malls and supermarkets, building with 3D images where you take a printer along with and create the product when you arrive. The new user interface, Google Glasses. Everything in the world will become potential inventory, according to Ben Fox, Executive Vice President, Adconion Media Group.

Real Time Bidding is growing fast. Though it is only around an $800 million business, by estimates -- 0.5% of all U.S. advertising spending -- it is poised to climb fast. And in that regard, Ben Fox, executive vp of Adconion Media Group, in speaking at OMMA's RTB event, says there'll need to be better numbers to keep pace with that growth. He estimates marketers will look at the likes of metrics including "queries per second," "first impression win rate," and "performance by impression."  

Whenever people are trying to illustrate how behind-the-times media buying remains, they always point to the fact that fax machines are still part of the process.  Fax machine manufactuers, be warned.

the simple availability of programmatic buying can help persuade marketers to shift dollars to digital, according to Bob Arnold, associate director, global digital strategy, Kellogg Company, in response to an audience question.

Given his company's strong results for a number of brands, Bob Arnold, associate director for global digital strategy for Kellogg Company, see real-time bidding opening up to many other media platforms. For two specific brand campaigns he says ROI improved dramatically - climbing 5 times and then by 6 times respectively.   Looking forward, Arnold see no reason why this shouldn't get to the biggest of media: "Eventually TV is going to get swallowed up into this space."  

"Television will get swallowed up by this space," according to Bob Arnold, an associate director, global digital strategy, Kellogg Company, referring to programmatic buying. He spectualed this could be the logical outcome of the convergence of TV and online video.

In the first three campaigns Kellogg ran with a programmatic partner, two of the campaigns produced a more than 100% increase in on-target impressions, according to Bob Arnold, associate director, global digital strategy, Kellogg Company.

To address concerns among its brand marketers -- e.g., that online ads might appear next to remnant (and therefore unsavory) content -- Kellogg created a number of KPIs, including a brand safety measure, a viewability measure, and a targeting accuracy measure, as well as a frequency tracker.

Kellogg's likes programmatic buying -- a lot. Bob Arnold, associate director for global digital strategy for Kellogg Company, says in shifting to programmatic and RTB buying,  the food company's ROI improved 5 times. All this came when shifting out of traditional publishing and regular ad network buys. It comes down to getting the "right message, right consumer and right moment," he says. ''This goes beyond cost," says Arnold, benefitting everything.