• by Laurie Sullivan , Staff Writer @lauriesullivan, July 30, 2009

As consumer marketers you have always known your market and what brands resonate with them, but when it comes to media there has always been a breakdown, according to Joe Mandese, MediaPost editor-in- chief, who's moderating the panel. How is it influencing the overall media planning processing? Is it everything or only the 15% of targeted ads?

It's forcing us to be more strategic and look more closely at how we use the data, says Chris Portella, Associate Communications Director, Universal McCann, which oversees media and planning for Zune and Xbox.

Jeff Matisoff, Associate Media Director, Black Bag Advertising, run the digital media team at Del Monte. non of the CPG brands are throwing tons of money so it must be more efficient. This is what we know about our target, but lets talk about parameters. My target is online, but what are they doing online.

Doug Chavez, senior manager digital marketing, Del Monte Foods, says there's no silver bullet. You have to layer the media. I look at how to solve the problem similar to the agencies by unbundling, but now they are rebundling because you have to do the creative and media together. There's no one way to do behavioral targeting. We know a lot about these people and how to get them to react to certain stimulus.