• by Gavin O'Malley , Staff Writer @mp_gavin, June 17, 2009

Focus and common sense, Dominic Venuto, SVP, Head of Media and Entertainment Practice, Razorfish, said somewhat generally.

“In such a dynamic industry, it’s easy to get distracted with the next new shiny object,” he said, adding, “(ROI magic) is probably sitting right in from of your eyes.”

“I will not answer that,” said Cella Irvine, President and CEO, The About Group “It takes multiple layers of data, coupled with insights” to figure that out.

Do every company / publisher have to be a technology company to survive, today?

Not necessarily, said Irvine, but, “It is very important that publishers be experimenting right now … with behavioral technology,” etc.