It's All About Performance

How do agencies differentiate between one behavioral targeting technology company and another?

“For us, it’s impossible to differentiate,” admitted David Martin, VP, Digital Media, Ignited. “Other than price and performance,” he added. “If someone (produces), we’re going to go back to the well every time.”

Can one data provider supply all of the data an agency needs to keep a client happy?

Absolutely not, Chris Hansen, VP of performance marketing at 360i. “There’s no centralized technology,” said Hansen. “No one uses (DoubleClick’s) DART for email.”

Added Hansen: “There are so many arguments that (behavioral) has no merit… It does has merit.”