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":"cfba3f9037035b84c7ac5292e49cbaca","s":"2070dbeef02a902c"}
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