• by Gavin O'Malley , Staff Writer @mp_gavin, November 3, 2009

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.”

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.”

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.