Does the search engine or SEM? Does Facebook own the data, the app or third-party? At the MediaPost Search Insider Summit on Tuesday, Alan Chapell, President of Chapell Associates, said the challenge in mobile remains that there's almost no way to effectively implement on mobile the tools geared for those on desktops or laptops.

43% of time is spent searching on sites other than Google, Yahoo, Bing and other traditional, according to James Green, CEO at Magnetic, which taps search data to target display ads. He said someone searching on Home Depot for a drill provides targeted intent - using that data expands keyword data targeting. Once you understand intent, it's portable, according to Robin Simkins, GM at Zenya. The topic at the MediaPost Search Insider Summit -- higher intent from searches on sites outside traditional search engines.

Who or what do you trust more with personal information -- your bank or the government? asks Joseph Rosenbaum, Partner and Global Chair, Advertising, Technology; Media Law Practice at Reed Smith LLP, at the MediaPost Search Insider Summit.

On the Internet, time was that nobody knew you were a dog. In fact, there was a famous New Yorker cartoon that attested to that. Fast-forward to 2012, and not only do Internet data trackers know whether you're a dog, Reed Smith's Joseph Rosenbaum told Search Insider Summit attendees, "In fact, what kind of dog food you eat, and that you go lie on the bed and watch cable TV when the family is away."

Still relevant -- It's all about the information and what we control -- a theme introduced in the 1992 movie Sneakers, with Robert Redford Dan Aykroyd and Sidney Poitier, according to Joseph Rosenbaum, Partner and Global Chair, Advertising, Technology; Media Law Practice at Reed Smith LLP, at the MediaPost Search Insider Summit.

What do lawyers do when they are handed boilerplate legalese documents to sign before renting a mobile phone? They do what everyone else does - they sign it without reading it.

The rapid shift toward cloud computing is accelerating the blurriness between search and privacy, and is raising new issues about consumer privacy and brand security, but for all the talk and chest-beating, Search Insider Summit morning keynoter Joseph Rosenbaum considers it the "least worrisome" issue for advertisers and agencies.

Joseph Rosenbaum, Partner and Global Chair, Advertising, Technology; Media Law Practice at Reed Smith LLP, kicked off day 2 of the MediaPost Search Insider Summit on Tuesday, telling us how cloud computing, mobile and other online activates continue to blur the lines of search, surveillance and privacy. Trends to look for in cloud computing include closing the gap between public and private clouds, and a greater collaboration between providers, he said. He provides food for thought on how the view of online information continues to change.

Jump outside the digital spend and get the offline agency to work with the program, Kevin Lee, Chairman and CEO at Didit, told SIS attendees. "The biggest thing you can do is be open and share," said Matt Ackley, Director of Media, Platforms, Google. At the end of the day, the online marketing orgs tend to be a step down the road. So, how do you bring other channels along with the program? Data doesn't make you smart. It's what you do with it that makes a successful campaign.

Janel Landis Laravie, Chacka Marketing Founder, leads panelists Matt Ackley, Director of Media & Platforms, Google; Roger Barnette, President, IgnitionOne; Kevin Lee, Chairman and CEO, Didit; and Jim Yu, CEO, BrightEdge - through integrating marketing channels - cross-channel attribution. Limitations from what gathered from impressions. What we don't have access to and why we need them. Ackley said data isn't the problem. The problem is too much data. It clouds the picture enough, allowing people to poke holes in what supposedly is a measurable statistic