â€œFor us, itâ€™s impossible to differentiate,â€ admitted David Martin, VP, Digital Media, Ignited. â€œOther than price and performance,â€ he added. â€œIf someone (produces), weâ€™re going to go back to the well every time.â€
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. â€œThereâ€™s no centralized technology,â€ said Hansen. â€œNo one uses (DoubleClickâ€™s) DART for email.â€
Added Hansen: â€œThere are so many arguments that (behavioral) has no meritâ€¦ It does has merit.â€