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Ad:tech conference debates new media

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San Francisco—The ad:tech conference for online marketing kicked off Wednesday, with more than 11,000 attendees meeting at the Moscone Center here.

Key themes of the first day included new media such as mobile marketing, viral and social networks, figuring out viable ad models and the future of traditional media.

“In the next five years, we will be a lot closer to all digital,” said Brian McAndrews, president-CEO of online marketing company aQuantive. “The Web will replace the TV as the central place for video commercials.”

Speakers also discussed uses of new media, as well as how to measure emerging platforms.

“There are no real metrics yet to measure engagement,” said Sheryl Draizen, senior VP-general manager of the Interactive Advertising Bureau, pointing out that the industry is hard at work to define guidelines for measuring new media.

“We have to be careful about developing metrics that do not limit the innovation of technology,” she added.

Marketers from companies including Microsoft Corp., Procter & Gamble, Motorola and ConAgra Foods discussed ways they’re using online marketing to most effectively reach their target audience.

—Kate Maddox

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