Is consolidation in the behavioral space making it harder for small companies?
Smith: I still think there is room for the niche player. The AOL/Tacoda deal to me was a good thing as an affirmation that this industry of BT is for real. The BlueLithium deal with Yahoo is also an affirmation. It says clients are really taking BT seriously and going beyond just test budgets. Acxiom recognized that as well. Howe: I think it was just a matter of time. We started to make some moves in the behavioral arena. Clearly we have been doing that in the traditional world forever. For us it is much like we did with Digital Impact. We were sitting on the sidelines watching the activity in the marketplace, knowing we needed to get into it but waiting for the right time. In the EchoTarget purchase that was in part a result of some of the accelerated activity, we see [ourselves] going into the marketplace of display advertising. Behavioral Insider: What products will this deal help you develop? Howe: We can go to our clients that are looking to tie all their marketing programs in a s
