• by Joe Mandese  @mp_joemandese, October 16, 2012

That’s what DPAA chief Sue Danaher implied during her opening remarks at the Digital Media Summit in New York. Recounting the classic dilemma confronting digital out-of-home vendors and media planners, she noted that the big problem is figuring out what silo ad budgets actually exist in, and how to get to them.

For the planner, she said, it’s tough, even if you know digital out-of-home and place-based media belong on the plan, unless they have an “uber, 360-degree activation unit to turn to.”

“Activation unit,” she said for those not familiar with contemporary agency media department nomenclature, “means buying department.”