Having just spent the better part of the week in New York for Advertising Week and in particular time at IAB MIXX 2010 Conference & Expo, I wanted to jot down what I learned before my day-to-day activities got in the way.

The conference was fairly well attended with a high mix of publishers, DSP's, measurement tool providers and agencies.  There were about 20% in-house folks from brands, with most being B2C and ranging from small to very, very large. For the most part, like most Advertising Weeks and events I have attended in the past.

My key takeaways from this year's IAB MIXX 2010 Conferece are as follows:

• Measurement matters: If you cannot measure it, sort it, slice it, dice it and present it in a dashboard you are missing the boat and your arguments to management are going to fail (as a side note, this is precisely why we've focused so much energy helping our clients with Vitality this past year).

• Building brands matters too: tapping into real-time data to make more-informed business decisions is a high priority, unless of course you want to build brand. If you're focus is building brand, than you don't have good measurements yet for digital (but you have faith, right?)

• Data-driven marketing is in-fashion: Data-driven marketing and decision making is the current "black" in marketing. If you got into advertising because there was no math requirement in undergrad, you need to pull those text books out (or learn the ins and outs of pivot tables).

• You need to move in real-time: Make sure that your tool kit enables you to activate quickly once you have made a decision. Prepare for the realities of real-time - it's here now.

• Fuel your furnace: The metabolism of the web is very fast. It consumes a lot of daily calories, so you must feed it regularly with quality content your audiences value (special thanks to Elizabeth Spiers and the 7x7 event).

• The message still matters: If your idea doesn't matter, the medium is irrelevant.

I'm still absorbing all the great content from the past week. There are some other ideas I'm kicking around that I hope to share soon.

Thanks to the New York office for all the great work this week. Mashlanta 2.0 (Mashable's 2nd Atlanta event we're sponsoring tonight) here I come.