How do agencies expect to fare in such a technologically intensive space where behemoths like Microsoft and Google have money to burn? “We’re not going to out-develop Microsoft and
Google,†said Brian Lesser, General Manager, at WPP’s Media Innovation Group. Therefore, “We need to develop relationships and technologies that are non-core.â€
Nate
Woodman, SVP of Strategic Development at Havas Digital, says he is focusing chiefly on information and data on one side and relationships on the other. “Everything in between we’re not
so concerned with.â€
Meanwhile, Joseph Weaver, Group Director of Digital at Media Storm, expressed a common concern about the continued complexities that ad networks and audience
targeting present. “How do we sell that in,†he said, regarding this issue that he feels is still holding a lot of agencies back.