Overwhelming. Yes, that’s the main word that comes to mind here at Ad:Tech. As a reported 6,500 people mill about the Marriott (God forbid you are staying at this hotel and not involved with the show in some capacity.), I’ve heard reports of one exhibitor serving beer on tap out of their booth. And the folks next to them upped the ante by offering minibar-sized bottles of vodka. All this before noon. (Hey, it’s after 5 somewhere!) I can only imagine what the scene will be like next year, when this event is scheduled to be held in the Moscone Center. Most likely, the extra space will lower the intensity a tad.