Research
February 2, 2016
Image courtesy of Michael Kors
By Forrest Cardamenis
Video is a costly but necessary component of a brand’s media buy, according to a new report from L2.
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","iv":"6f5dff0e5e6d24986b71c5513a4a0915","s":"8f9e21ba60aae9e8"}
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