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The Surprising Economics of Digital Advertising
"A Marketer's Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services" was written by Joe Burton, evp and COO of McCann Worldgroup's San Francisco operation. (It's available at the 4A's Web site, Explaining the need for the report, Burton said, "The lack of understanding of the [digital] space is the single biggest friction point between agencies and clients."

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