Not Just New, but Necessary

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Given the rapid evolution across all things digital, remaining competitive requires constant reinvention of your product. Of course, everybody knows that old saying, that necessity is the mother of invention. The problem is, that adage doesn’t get at the real problem. The challenge lies not just in the inventing but determining what’s necessary.

Nowhere is that truer than in digital advertising, where all too often the compromises made in determining necessity cancel out the advantages. Achieving great scale can end up hindering quality, and focusing exclusively on efficiency often limits effectiveness.

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