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.

He just dropped the "bullsh**t" bomb, not once, but twice, on his attribution panel at OMMA RTB. And just for the, er heck, of it, he just threw out and F-bomb too.

OMMA RTB attendees got a special treat for sticking around after lunch - a visit "from the future" from Jeff Greenfield, COO of ad analytics firm C3 Metrics. Thanks to his perceived attribution expertise -- and his confidence in attribution to dominate the future of advertising -- Greenfield says he, at least, feels like a visitor from the future, and is here to "lead you along with way," and reassure us all that: "In the future, things will all workout okay." Putting the sci-fi analogy aside, Greenfield said attribution is like Alcoholics Anonymous -- It's "about just getting people to …

That was my first impression from listening to Jeff Greenfield, COO of C3 Metrics speaking on OMMA RTB's "Attribution" panel.