Cross Platform Deals -- The Price Is Right?

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ORLANDO, FL. — The future of cross-platform deals will hinge on value rather than price, new ways to measure the effectiveness of such multi-element media programs, and the emergence of “champions” to unite buyers and sellers behind cross-media ideas, according to panelists who debated the merits of cross-platform deals this morning at the American Association of Advertising Agencies ninth annual Media Conference.

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