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Key initiatives this season range from shoppable runways to digital fashion shows to "social service," where social media platforms help organize rides and more for busy buyers, editors and bloggers.

"How can brands do a better job of fostering these relationships so that they're at the forefront of consumer's minds? 1. Develop a great product. Not to resuscitate the Mac vs. PC argument, but there's a reason many people aren't hesitant to recommend their MacBook or iPhone to a friend. 2. Facilitate social sharing. Brands need to be engaged with consumers via social media, and brands need product sites and marketing programs that facilitate seamless social sharing. 3. Create sampling programs to reach digital consumers. Many influential digital consumers are eager to discuss their love of specific products and brands. Marketers need to reach and engage them in innovative ways, such as via sampling programs, contests, coupons. 4. Get game. Brand can introduce game element through badges, achievements, and prizes to turn their consumers to brand ambassadors and engage them in a fun way."

A pair of startling statistics was presented at the opening of the session: 16% of the U.S. population is currently Latino, while only 1% of U.S. marketing dollars are targeted toward reaching that population. Agencies share some of the blame for marketers' dropping the ball in the Hispanic marketing arena, said Lance Rios, founder of Hispanic social media platform Being Latino. He said that agencies frequently ignore requests for meetings to simply introduce his platform and explain how marketers might benefit from its use.

"Currently, Magna estimates that programmatic represents nearly two-thirds (62%) of the digital display advertising marketplace (online, social and mobile) and will grow to 82% by 2018. "By 2018, only the most premium digital inventory (sponsorship, full episode video, non-standard formats) will still be transacted through traditional mechanisms," "

daily 9.7 Google talking to labels about its own itunes-like download store as well as a digital song locker

The primary goal: begin to phase out reliance on the ad impressions-served metric and replace it with the viewable impressions metric. Also by that time the Interactive Advertising Bureau and its partners in the initiative expect advertisers and publishers will be using the eGRP metric, which industry players hope will complement the viewable impression metric with a more audience-focused gauge that speaks to brand advertisers. It was over a year ago that the IAB came together with The Association of National Advertisers and American Association of Advertising Agencies to introduce its sweeping project, overseen by the Media Ratings Council, a respected third party with a long history accrediting advertising and media firms. Pilot testing for the viewable impression is near completion, said the organizations during a webinar held this afternoon. The groups also said the creation of a viewable-based eGRP is underway, in addition to the development of a new taxonomy to classify digital ads as they move into this next evolutionary stage. The viewable impression metric would measure only ads that are actually seen by a user, rather than measuring all impressions served even when users don't bother to scroll down to see them. The idea is to count only real exposures of ads online. "The notion of viewable impressions is accepted by buyers and sellers alike," said Sherrill Mane, SVP, industry services for the IAB, during today's webinar.

I guess the "brands become media" thing is a more eloquent and well-reasoned positioning of the "independence day for brands" thing that Battelle was on about. 

Narrative touts itself as a company that provides marketing solutions for publishers, agencies and brands. Its purpose is to create digital campaigns that are rooted in social media, branded entertainment and celebrity-driven content, using techniques such as crowd-sourcing, gamification and rewards. Campaigns are distributed through pop-culture, entertainment, music and lifestyle websites, bolstered by behavioral-data analytics and a custom ad-serving platform, among other technologies.

How long before the same digital forces upend Pay TV?

Robots. Mind control. Mobile games. Social films. Been there, done that. That is, if you're B-Reel. Last year, Ad Age's sibling publication, Creativity, named the Stockholm-headquartered outfit its Digital Production Company of the Year. It was an easy call, based on groundbreaking projects including the Cannes Cyber Grand Prix-winning "Wilderness Downtown" for Arcade Fire (directed and conceived by Radical Media's Chris Milk and Google's Aaron Koblin) and the much-buzzed-about LiveDrive for Mitsubishi, from 180, Los Angeles. Yet B-Reel's output during the past 12 months has proved even more impressive. A small sampling of the work includes a "Minority Report"-style retail interface for telecom provider 3Sweden; a Rube Goldberg-inspired browser puzzle for Honda and Wieden & Kennedy, London; a social-media-created film for Intel/Toshiba via Pereira & O'Dell; and yes, some really great commercials.

My hypothesis is that the "digital broadcast" scramble to buy/merge everything is defensive move mostly by the traditional telcos & ISP's. They see the upcoming disruption from Wifi/mesh networks that will erode their primary source of revenue from cellular data.

"The brand identified company-created and fan-created accounts. The results of that first audit: 232 Facebook pages, along with roughly 100 YouTube channels and 30 Twitter accounts. A case was made for why individual markets would gain fans and views if they eliminated local accounts in favor of global Reebok accounts. Some markets were hesitant. To get them onboard, Mr. Bahl allowed test posts on the global Facebook page and illustrated how related-video recommendations can juice views on YouTube. Markets such as Hong Kong quickly realized their customers were already gravitating toward global accounts. Some local accounts, like India's Facebook page, with nearly 1.8 million fans, remain in place. Reebok whittled its overall social presence by roughly half in that first audit as it rolled up the majority of company-created accounts to focus on three Facebook pages, two Twitter accounts and one YouTube channel. It left fan-created content untouched. The brand also established a broader communications strategy, defining who could use trademarks to create accounts and for what purpose. A second audit is now taking place, with the goal of further streamlining Reebok's social-media presence by the end of the year -- just in time for 2013 product launches."

Interest graph targetting that can predict what people will be discussing

"The amount of data we can collect from digital interactions by consumers is staggering, and making sense of it can seem daunting. This needn't be, though. You simply have to know which data are most relevant and how best to use them. With that in mind, here's a quick primer on how to use data to drive your digital strategy."

Tech Review goes digital first For us, print will be just another platform (to use the jargon of software development), and by no means the most important.

How traditional media is working to adapt into the digital world.