• by Laurie Sullivan , Staff Writer @lauriesullivan, July 24, 2012

Should marketing and ad agencies have technologists on staff? Peter Minnum, head of brand initiative at IAB, said there's too much fundamental building going on and the ad tech industry should simplify that, so agencies don't have to create every ad from scratch. He told MediaPost that it's sometimes like "coughing up hairballs." Panelists didn't exactly agree with his perspective. For example, many of the platform are open source, and that type of development requires technologists. Apple is the only company succeeding in a closed society.