• by Mark Walsh  @markfwal, November 3, 2009

In the day's first agency panel, much of the discussion revolves around what part of the "stack" of technologies agencies use to run campaigns do they own, outsource or partner with outside technology providers to put together. Michael Brunick, VP, Media Technology Director, Mediabrands/Cadreon and Nate Woodman, SVP of Strategic Development, Havas Digital emphasized that data aggregation is the area they're most heavily investing in now--toward the goal of buying specific audiences.

Brian Lesser, general manager, Media Innovation Group (WPP), made the point that his group isn't going to "outdevelop" Microsoft or other big technology companies, but the agency will develop some core proprietary technology to distinguish it from competitors. But it will also continue to partner with outside companies to supply back-end solutions. Darren Herman, president, Varick Media Management, explained the exchange, which works with some 30 agencies, has proprietary IP linking together the various pieces of its techology stack.

Joseph Weaver, group director, digital, Media Storm, stressed that agencies need to find a way to put aside all the geek-speak surrounding agency technology to be able to relate it to the end goal of campaigns. For Media Storm, "our main goal is to drive people to watch tv and go to the movies."