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":"637877b826605a5ba622441d1523b894","s":"431ef9dcf8142df0"}
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