Content marketing and ad targeting shouldn't be seen as conflicting, said executives at a Business Insider's Ignition panel. Panelists concurred that the creative shops should forge a closer relationship with ad-tech firms, because content and targeting need to work hand-in-hand. M6D's Ted Phillips said that "a lot of targeting algorithms ignore the context piece. But they ignore at their peril. It should be a blend of the two." AppNexus's Brian O’Kelley added: "All advertising is targeted."