Ad Industry Roundup: 4A’s Edition; Privacy Warning; Paid Search; Google Protest; The Answer Is ‘No’

Some headlines from this week’s American Association of Advertising Agencies (4A’s) Media Conference in Orlando:

Privacy worries, digital shift leave GroupM’s CEO sleepless: GroupM CEO Marc Goldstein spends his nights tossing and turning over how to manage the media industry’s shift to digital and the consumer privacy issues that mine the new terrain, both Mediaweek and AdAge report. In addition to heading the WPP Group media agency holding company, Goldstein chairs the 4A’s media policy committee. While the industry’s technological advances have brought tremendous new insights into consumer behavior and a greater ability to target, Goldstein admonished the industry to manage consumer privacy “responsibly and proactively.” If the industry does nothing, it faces the prospect that “government could take the decision away from us.”

Paid search has a place in advertising: Paid search most often is thought of as a strictly online/mobile marketing tool. Not anymore, said Amanda Richman, svp & digital group client director at MediaVest, during a panel discussion. As an example of how paid search is being tied up with traditional TV media buying efforts, Richman pointed to work MediaVest did for clients such as Wal-Mart (NYSE: WMT). She attributes stellar holiday sales to Wal-Mart’s rising web traffic, which in turn was driven by TV ads highlighting information on where to shop online. To get the big pay off from paid search, Richman advised buying search terms that align closely to sales data: “You have to have a strategy where you can [envision] the payoff.” (via Adweek)

Once more with meaning: Google’s (NSDQ: GOOG) Armstrong says no to being an agency: Tim Armstrong tries once again to convince the advertising world that Google is an enabler, not a competitor. AdAge has the details.

Are traditional media really adjusting to the new digital world?: The answer is no, says AdAge’s Brian Steinberg, after sitting through a panel with that title.

Starcom campaigns to ‘free’ set-top box data: Tracey Scheppach, Starcom’s VP/Video Innovation Director, was seen handing out buttons saying “free the data.” She’s attempting to get advertisers and agencies behind the idea that the TV industry needs to unlock, unleash and