• by Gavin O'Malley , Staff Writer @mp_gavin, February 26, 2009

What’s the best way to determine which products people are shopping for online? Determine what other products they’re shopping for online, according to Matthew Karasick, Product Director, Akamai. That’s why the internet service provider “fundamentally” looks at shopping and buy-side data, he said.

What impact has behavioral marketing had on MEC Interaction? It meant “fundamentally changing the way we’re buying … a complete rewriting of the rules,” said Richard Astley, group media director at the Mediaedge:cia agency.

Is it time for a little industry standardization? “We’re not anywhere near that stage,” said Astley. “I feel like every single week, I talk to someone with a new idea… which is great.”