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Scott Rafer

Having started an RSS ad network over the past year, I disagree. With Starcom, McCann, and Carat all running reasonable trials of RSS ads by mid-2005, something has changed. The large agencies are being much more aggressive in their approach to the second generation of Internet advertising.

As far as I can tell, the big agencies and their clients both think the ascendance of Razorfish and its peers was counterproductive and worth avoiding. It appears this time they are taking measured chances instead of being forced into expensive changes later in the cycle.

Simon Andrews

Scott - I agree there are some notable exceptions - but they are exceptions. Media agencies are more likely to get it than traditional creative agencies though.
I think clients are driving this area forward and it will be interesting to see how agencies respond in the coming months

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