OMMA's AdNets conference was one event you should have elected to go to on Election Day.

A well attended event at New York's Crowne Plaza kicked off with a keynote address by OMG's Digital CEO, Matt Spiegel. Focus of Matt's address and the conference was the audience ... not the one in the room, but the one on the other side of a computer screen surfing the web.

Finding your audience requires three layers of discipline ... the trading platform, the technology on top of the platform that automates, educates and learns,
and the data .... "the currency that matters". Matt's takeaway was to stop selling reach ... sell audience.

His "E-Platform" : To Evangelize, Educate, Embrace and Enjoy the Ride.

One of the livelier panels focusing on the audience chase was moderated by Mediapost's
Editor-in-Chief, Joe Mandese. Challenging his panel of agency contenders, Joe charted a course to find the reality under the hype for On Demand platforms.

Are they chasing their own tails to provide similar service offerings with no point of difference? The general consensus was that they are still very early to the game with a long way to go before they have an impact as agency pla

Who are the technology players? There are many (unmentioned by the agencies) to include Invite, Turn, Collective,
Media Math, and X Plus One among others that, for the most part, drive the ad agency platforms.

Yet another panel moderated by Alan Chapell, President, Chapell & Associates questioned the efficacy of trading platforms and their ability to trump effectiveness defined by engagement and results.

The jury is still out.

Joe Mandese, Mediapost

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