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The race to the $22B mobile ads market
Posted By
a Luxury Daily columnist
On
February 8, 2017 @ 2:15 am
In Columns,Featured,Opinion |
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Advertisers remain over-indexed to legacy media. Chart: Kleiner Perkins Caufield & Byers Internet Trends 2016 report presented at Code Conference June 1, 2016
By
Eric Stein
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","iv":"18bd067b4b5c63c90cf3a130d151d9ac","s":"e9a9a2b0b360f511"}