Optimization, lift, in-text advertising, social targeting, mashup ads, geo targeting and out of home advertising were key buzz themes. I would estimate that about 1/3 of the exhibiting companies where from Southern California which further validates the growing advertising ecosystem here. Here are some companies that I spent some time with that had very differentiated offerings amongst the rest of the noise at the conference. dapper.net, lotame.com, keibitech.com, scenecaster.com , triggit.com and kontera.com