That didn't come out exactly as intended. Anyway, the real reason why today's ad agencies can't integrate with net shops has very little to do with real marketing issues or strategic theory. With internet shops, the agenda is results. With ad agencies, it's politics. Now, as I was saying, ad agencies are politically driven.
Net shops are, typically, results driven.
Trust me, I work both sides of the street and for the most part, this is true. Ad agencies are interested in keeping their jobs, while net shops are interested in proving the viability of their medium. If you doubt this, try holding a coherent conversation with the president of any traditional agency about almost any marketing topic, let alone the net. You will find that, especially in the big agencies, the bigwigs rise through attrition. Most of the talented types either have no patience for the political stuff or have left to do their own thing.