You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Agencies Should Stop Pretending They're in the Technology Business Shops Should Select the Best Tech for Clients, Not Pretend to Create Their Own By Judy Shapiro, Published on January 11, 2011 22 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.