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MME 2010: Digital Darwinism

April 30, 2009

This paper represents the final report of a joint year-long, multi-phase study from 4A's, ANA and IAB. It identified the priorities, capabilities and partnerships required across the marketer-agency-media value chain to optimize now and prepare for the future. Findings were released in October 2007, February 2008 and September 2008.

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