Carat CEO David Verklin has managed to not only grow his Carat Digital shop but also engage the entire industry in a discussion, according to MediaPost.
Carat regularly convenes what are called Digital Exchange sessions with Verklin and the heads of other interactive agencies. The sessions are designed to bring together others with a stake in the future of the growing interactive TV market and to assess the state of the industry.

Such meetings are designed to insure that efforts to grow interative TV are working as well as possible. Though the agencies compete against each other, Verklin says having a clear vision of the future will help the industry grow in the best possible manner.

The most recent of these Exchange sessions, for example, resulted in a deeper understanding of how the timing of interactive advertising plays into its use by viewers. The advertiser didn't understand why a particular ad was getting such high response rates, but the communal knowledge in the room eventually produced an answer.