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":"b4aa5c326cc1b1deeebfb49ed3df8177","s":"3356341c6fb33122"}
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