"Technology is the only thing that's going to enable the marketplace to grow and expand," said Jeff Ratner, managing partner at MindShare Interaction. "Options are limitless in terms of spending millions of client's add dollars, and a small group at a media agency can't do that effectively without technology."
Ratner said that media agencies need tech to help understand consumer behavior, target them, clear up billing issues and discrepancies, and "get rid of all the paper that's got us bogged down."
Think about it -- how many pages (Powerpoint decks, spec sheets, RFPs) of paper do you toss in the trash can on a daily basis? Weekly? Monthly? What about your fellow cube mates?