to standardize, or not so much standardize?

Differing views on the need to standardize formats and other creative parameters for digital out-of-home advertising. Razorfish's Lockhorn said it's crucial to establishing economy of scale, and lack of standardiation will limit the medium. Phil Lenger of Show + Tell said it's less critical -- more important is to establish a process that can accommodate a number of creative products (which, frankly, sounds like standardization). My prediction: some happy medium will be established based on balancing creativity and convenience at the optimal cost-point. Not exactly controversial.
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