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In the constantly shifting and often convoluted world of media, two major industry movements are currently under way that will shape how content is produced and business gets done: the rise of programmatic ad buying—you might have heard something about that over the last 18 months or so—and a growing openness on the part of sellers to work more closely and collaboratively with creative.
Firstly, and in a nutshell, the vaunted rise of the programmatic age has resulted in data being used to reach niche audience/consumer targets across multiple channels and driving efficiency and results.
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