Online advertising as a viable marketing channel has been in existence for less than 10 years. This means the industry still has a long way to go before it stabilizes and before online production is fully established. The speed at which online technology develops creates a dynamic environment that can change dramatically in a matter of six months. This makes it necessary for online creatives to become fairly educated on the technical side to ensure that their ideas will be well executed on the Web. I think interactive is really quite different from other forms of advertising.
Technical implementation is basically a production component of the online advertising process.
Yet there are so many technical factors that must be taken into consideration to ensure well-crafted execution of a great online advertising idea. For this reason, it can really pay off to invite creative programmers into the ideation process. Bringing in the right kind of programmer when a concept is being developed can result in insights and solutions to obstacles that may occur later. This symbiotic relationship also works well with the right technical involvement in an online advertising initiative. It's basically a philosophy of knowing your medium and pushing what you can achieve to its utmost limits.