Traditionally marketing budgets are split between trade, or retailer-level, and brand, or consumer-level, but the rise of ecommerce is causing many brands to combine these two into one category.
{"ct":"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","iv":"d74c42b82e29fdf2330c9b453a037ac4","s":"4f464b908434d36f"}