Every major media company, agency and leading national advertiser is seeking solutions for serious threats to their businesses. Even as the national television and video marketplace is demonstrating seemingly unbridled exuberance, experts agree that legacy media companies are threatened by new business models and financial issues built on expanded supply, programmatic systems, new metrics, and transparency requirements that are gaining traction and critical mass. Ahead in the not too distant future for these companies are unseen technological heights to scale, turbulence to survive, and perilous cliffs from which a fall could be fatal.
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