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":"927a02bb691ca64a3afcad7d7a2972f1","s":"655aec50e42dccd0"}