Although a bit complicated, it's not really rocket science, though companies like AudienceScience believe it's the science of reaching audiences. Companies need to educate marketers. The technology
remains too complicated. Still, Todd Teresi, Chief Revenue Officer, Quantcast, says "we are seeing hundreds of Web destination a day - about 35 million - that want to gain insights on why and how to
reach consumers." The panel discussion is a good start, and the group is headed in the correct direction, but the BT industry still needs to do a better job at making it easy to buy behavioral
targeting services. Finally, Hans Theisen, CRO and Co-founder, Cardlytics, mentions that "we're not doing well enough is integrating offline and online initiatives."