• by Mark Walsh  @markfwal, November 3, 2009

Corinna Calhoun, Sr., director of Ad Networks at Microsoft says brands should come to Microsoft with agencies, and "then we can bring to bear all technology offerings we have." Baker of DataXu says agencies may come to play more of a consulting role and technology will do all the grunt work. Undertone's Cassiday says marketers more and more want to hear directly from vendors (like Undertone), suggesting technology provider should have more of an upfront role in campaign planning.