Search Engine Land: Why Search Marketers Are The Future Media Planners

Display advertisers and search marketers used to be polar opposite, rarely worked together on a campaign (even when an agency called it integrated) and didnt really understand each others business.
"I was in a full-service agency at the time running a display team, and started hearing of display ads running for display clients that my team wasn’t responsible for. My first reaction was common – I was protective of my budget and felt that these search marketers didn’t really know what they were doing with banners. But as I looked at the tools they were using, I realized they were better equipped than I was."

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