I'm moderating today's OMMA West panel at 11:30 on the Advertising track - "Creative in Context: The Role of Behavioral Targeting in Creative." My panel includes Chris Marrow from Tacoda, John Gray from Enlighten, Scott Howe from DrivePM and Michael Hayes from Initiative. This ought to be an interesting one. A lot of the excitement over behavioral targeting is wrapped up in the media - how do we define buckets? What are the best methodologies? What kind of response lift can we expect? But few conferences have delved into the implications for the ad creative.
I'll check in later and let you know how it goes.