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For over half a century, traditional consumer goods marketing communications “interrupted” mass audiences with 30-second television spots, 60-second radio, full page print advertisements, and ever multiplying outdoor placements. Hungry for content and faced with very limited options, consumer acceptance of interruptive marketing grew and modern advertising evolved through a continuum of distinct eras. With the birth of the “Digital Era,” we witnessed a dramatic transformation in which the serving and consumption of marketing communications created a fundamentally new marketing and advertising paradigm.
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