For the past several years, I've been fortunate enough to take part in the "Hypertargeting" panel at Digital Hollywood. The session is always well-attended and generates a wide array of perspectives. Even though technology to identify, optimize and deliver to appropriate audiences is constantly improving, the fundamentals have remained largely unchanged for more than a decade. In our panel last Friday, I aimed to provoke discussion about the ways marketers and publishers can leverage smart targeting to obtain a better result.

Newton's third law of physics says that very action has an equal and opposite reaction. It's a principle that can very often be applied in the world of business. One example of how Newton's law impacts the marketing business is how low-display pricing has driven online publishers to focus on custom marketing solutions, "complete solutions" that combine webinar sponsorships, microsites, promotions, social media marketing etc., and simple "native advertising."

Question from a seller: We have a dramatic increase in page views because of the recent hurricane. That caused a spike in impressions, and many campaigns fulfilled earlier than their scheduled end dates. What should I say to those clients?

Recently MediaPost's Online Media Daily ran a story announcing the relaunch of AOL's Project Devil, featuring closer integration with the company's Pictela management platform. It's exciting news for AOL, which promised to "wow the industry" with Devil in late 2010. We're genuinely happy for our colleagues at AOL. What's good for the goose is good for the gander, and as one of the larger portals in the industry, AOL can help attract big brand budgets to the online channel with their retooled offering. But in my opinion, the story shouldn't be about the relaunch of Project Devil as an AOL …