When women dressed as flight attendants are handing you cookies while you are simultaneously being plunked on the head by stress balls advertising the next great ad network, you have arrived at ad:tech!

It was a vibrant, active scene this morning as people were lined up hundreds deep to rush the floor at the 10:00 am opening of the Exhibit Hall.  All of the usual players are here, many going to great lengths to drive booth traffic (though I have yet to find my favorite gimmick...the massage tables).  I have also observed a number of new start-up players, showing signs that the world of marketing continues to be a high-growth space.
 
Fortunately for us, lots of early talk from attendees is about the need for integration and the bridging of formerly disparate tools and systems.  It seems today's marketer sees efficiency as a key ROI driver in 2008.  Whether consolidating ad networks or integrating multi-channel campaigns, marketing professionals are seeing the value in partnering with someone that can bring expertise in multiple areas to the table.  We'll see how the Lyris HQ story continues to resonate throughout the day, for now I am off to find popcorn and coffee!