The interesting thing in my discussions with agencies and brands alike is a general unwillingness to adapt and try these new tools. Creatives and brand marketing folks tend to think that their message and brand experience gets lost somehow. Media people fear that these platforms will affect their buys (and they do, but mostly in a positive way) and therefore their bottom line. Technology folks don't really want to hear either side and would rather push for things that support the large "robust" backend frameworks they've already built. But who suffers in the end? The consumer.
Look out in a couple weeks for an article that addresses the issue head-on with some interesting case studies on that little thing called "ROI".