A new way to look at selling space, and other human kindnesses.

Mike Rich, vp, Media, at coScore scares-- or stirs--the crowd, talking about scarcity.

Display advertising marketers have around 39 seconds to engage a viewer. That is the average time a viewer gives a typical page, according to comScore. Brian Monahan, managing partner, Magna Globel Intelligence Practice, says the key issue  for the online display business is to figure out what the "native" ad format is. Television knows it has a native format, the 30-second or 15-second commercial. Radio has its own marketing formats, says Monahan. It may not be all squares and rectangles -- in terms of size -- for display advertising. "For example, are people de-cluttering their pages?" he asks. "It's a …

Only 40% of ads are in view for more than 1 second. What is a viewable ad? At the OMMA Premium Display conference in Los Angeles, Scott Scott Knoll, CEO at AdSafe Media, defines it as at least half an ad in view for at least one second, a standard developed by several industry organizations, including the IAB. If an ad isn't in view it has zero value.

Some display ads are premium, but maybe not appropriate for all the premium sites. Ted is one such movie.

WOM is one of the key drivers of movie awareness, so how do you integrate that with premium display advertising?

On one day Yahoo's homepage can deliver 175 million impressions, according to Doug Neil, Senior VP Digital Marketing, Universal. YouTube has a great masthead because it has video, and Yahoo has replicated it, he said

What kind of display advertising pitch gets the attention of a big movie marketer?

Should marketing and ad agencies have technologists on staff? Peter Minnum, head of brand initiative at IAB, said there's too much fundamental building going on and the ad tech industry should simplify that, so agencies don't have to create every ad from scratch. He told MediaPost that it's sometimes like "coughing up hairballs." Panelists didn't exactly agree with his perspective. For example, many of the platform are open source, and that type of development requires technologists. Apple is the only company succeeding in a closed society.

"Everyone hates home page takeovers now," according to Gene Paek, VP interactive services for Factory Design Labs.