Russell Nuzzo of Rapp argues publishers have to stop worrying and learn to love using offline data to better optimize content and advertising. "The

"I would tell publishers to stop worrying so much about all this [implementation of online and offline data]," says Richard Frankel, President, Rocket Fuel Inc. Just produce the content he urges. "Good publishers will be rewarded," he says.

In the day's first panel looking at the merging of online and offline data to better target audiences, Hitwise's Bill Tancer acknowledged that privacy is a key consideration in bringing those two world's together. He noted that Hitwise parent Experian has access to a massive amount of offline data, including panel information from 25 million people worldwide and 10 million U.S. households. To insure privacy, he said the company can as "a trusted third-party to keep PII (personally identifiable information) out of the equation." Tancer says the company can generate target audiences online based on offline data to market with …

Richard Frankel, President, Rocket Fuel Inc. questioned how clients, sitting across the table from a data kingpin know how to trust them. It comes down to having good relationships with business partners. "It's not like we're selling the black arts of brand marketing ... These things are becoming more transparent," counters Experian Hitwise's Bill Tancer. Sure in the offline world it was one thing to tell a brand you could prove something. I.e "I'll go out and do a panel," you might say, says Tancer. But in an increasingly online measurable world, the results are real.

Rashid laid out six reasons agencies get hired (or fired) for: 3 process tasks: continuous improvement, service (answering the phones) and collaboration; and 3 outcomes: insights, inspiration and ideas. The first two of the six agencies are relatively good at, "the other things we fail at dramatically." Collaboration is a particular weak spot: "Clients often tell me I wish I could fire everyone and start againg, explained Rashid. He added the digital industry should better at providing insights than any other, noting that Denuou has beaten bigger companies within ViVaKi with better insights. Giving clients ideas, not necessarily big creative …

Keep in mind, insists VivaKi's Tobaccowala, that clients are much smarter than they were just five years ago. (Not that they were dumb to begin with, he notes.) To boot, if you’re answering your clients questions with power points, you’ve already lost whatever goal you’re pursuing. That’s because a power point presentation is tantamount to defending a position, and, says Tobaccowala, if you’re in a defensive position, you’re fighting a losing battle.

How big is behavioral going to be? EMarketer recently estimated that U.S. online advertisers will spend about $2.6 billion by 2014 on behaviorally targeted advertising -- up from more than $1.1 billion this year. Perhaps a better question, however, is, “Why is it (going to be) so small?” says Rishad Tobaccowala, a member of the Management Board at VivaKi, and head of Publicis’ Denuo unit. Tobaccowala wants to make sure that eMarketer’s projections fall far short.