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It's an approach virtually any cold-blooded capitalist selling stuff would appreciate and is unrivaled by other means of capturing actual buyer behavior. However when you combine the almost unbelievable volumes of click behavior across many thousand websites that provides a very robust picture of brand motivation and preferences. Their ability to dive into various syndicated research to identify the media properties with the optimal demo/psycho-graphics often impressed me. I've worked with some fabulous media buyers and account planners. This looks like a more efficient way of spending my ad dollars and infinitely more trackable.
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