As to the rising importance of data is changing agency culture, David Martin acknowledged its getting more, er, nerdy. "And I'm definitely falling on the nerdy side of that," said Martin. "But that's
closer to what we're looking for, that passion for this new world." 360i's Hansen described the ideal online media planners and buyers today as "day-traders" applying number-crunching and analysis to
advertising instead of equities.
