Columns
May 25, 2016
Rachel Lowenstein is senior associate for mobile activation and strategy at Mindshare NA
{"ct":"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","iv":"f85b7c0e91c4525944edf37c480bd24e","s":"e532811307119823"}
Share your thoughts. Click here