• by Joe Mandese  @mp_joemandese, November 2, 2010

That's right. That's what Vivaki's Sean Kegelman told the OMMA Ad Nets attendees.

Even though the human factor seems like a "simple concept," he said it continues to vex the industry, because providers tend to be so focused on keeping things proprietary, and decidedly unhuman.

Kegelman said Vivaki was built on this open source spirit of cooperation and collaboration, and on putting people in touch with other people to build partnerships that are more human than they are systematic.

"Human relationships matter," he said.