The Black Arts

Richard Frankel, President, Rocket Fuel Inc. questioned how clients, sitting across the table from a data kingpin know how to trust them. It comes down to having good relationships with business partners.

"It's not like we're selling the black arts of brand marketing ... These things are becoming more transparent," counters Experian Hitwise's Bill Tancer. Sure in the offline world it was one thing to tell a brand you could prove something. I.e "I'll go out and do a panel," you might say, says Tancer. But in an increasingly online measurable world, the results are real.

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