Digital, mobile and social media ads have become the dominant focus of Advertising Week activity, replacing discussions of traditional marketing methods, write Tanzina Vega and Stuart Elliott. At IAB's MIXX conference, presentations by Facebook's director of pricing and measurement, Brad Smallwood, and Twitter's vice president for global brand strategy, Joel Lunenfeld, typify the shift in attention. Ironically, Smallwood said, marketers have to look at the social network less in terms of clicks than as "a medium akin to television for branded advertising," Vega and Elliott write.