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What’s Cooking Relaunches As Digital Platform With Kraft Heinz And Top Chef Alum https://ift.tt/3HE0NRi Acclaimed culinary personality and James Beard winner Chef Edward Lee is rebooting the well-known print publication, What’s Cooking, as a new digital platform in collaboration with Kraft Heinz. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ November 19, 2021 at 04:17PM
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TikTok’s Creator Marketplace API Opens Up First-Party Data https://ift.tt/3csG70c Social platform gives top influencer marketing companies early access to its new TikTok Creator Marketplace API. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ November 19, 2021 at 04:17PM
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Today's Homeowner Media To Acquire On The House Media, Continue Radio DIY Shows https://ift.tt/3DM3kq0 Today’s Homeowner Media, which produces the popular syndicated home-improvement radio show “Today’s Homeowner with Danny Lipford,” announced on Thursday that it is acquiring On The House Media, producers of a similar syndicated radio program. On The House Media’s owners and hosts, James and Morris Carey, are retiring from their 35-year home-improvement media career to focus on a family remodeling business in the Antioch, California, area. The final installment of their show, “On The House with the Carey Brothers,” will air Dec. 25. Today’s Homeowner Media, led by Lipford and based in Mobile, Alabama, will take ownership of On The House’s website, onthehouse.com, digital content, social channels and subscribers, effective January 1. advertisement advertisement Lipford’s show, which already airs in 92% of the country, will replace “On The House with the Carey Brothers.” “Danny is a warm, pleasant and knowledgeable guy,” Morris Carey said in a statement. “I can’t think of anyone to whom I would rather pass on the torch.” Added James Carey: “We have known Danny for many years and consider him to be one of the best in the business. Danny is an accomplished builder and a natural on-air. We are confident that Danny will take good care of the folks that have come to depend on us to help them care for their piece of the Great American Dream.” For his part, Lipford said: “I’m both happy and sad about James and Morris’ decision to hang up their headphones and step down from their 35-year home improvement media career. They are legends in the business and will be missed! I am glad they’ve enjoyed such a successful run, and grateful that I’m able to carry on their media tradition and legacy.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 19, 2021 at 02:34PM
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The Three Key Drivers Of SEO Success in 2022 https://ift.tt/3ct2zWT Over the last year, we have witnessed a remarkable evolution in the world of SEO. At a time where consumer behavior was at its most erratic and unpredictable, SEO grew -- beyond not just being the most cost-effective marketing channel -- to become a vital source of business intelligence fueling digital and omnichannel marketing success. SEO’s transformation to the mainstream had come at a time when organizations across every type of discipline needed it most. From manufacturing, automotive, and consumer good organizations needing to track demand and balance supply through to travel and retail organizations needing to unveil new behavior patterns, SEO held the keys to success. advertisement advertisement In many ways, SEO morphed from being the voice of the customer to also being the voice of the future consumer in a new virtual online user group. From mobile phones to wearables and voice-activated devices, multiple entry points continue to open up for people wanting to consume and for marketers needing to be discoverable. In 2021, the rollout of Core Web Vitals and the Page Experience update signified just how important the user experience is to Google. The resurgence of E-A-T principles also tells its own story on how marketers need to adapt their SEO and content strategies to focus on expertise, authority, and trust. The forthcoming introduction of MUM to replace BERT as Google’s resource for understanding natural language is set to reinforce the need for quality content and the need to have SEO and query-intent factored into all content types and strategies. This will lead to a greater reduction of misleading content and poor quality content reaching users. So what does this all mean? First, it means that search, content and digital marketers, website owners and IT developers all need to unite in their quest for customer-centricity. This includes focusing on the discoverability of their products and services and the delivery of experiences that perform. How can you do this in 2022? Focus on experience as an imperative It’s no secret that with CX technology spending expected to reach $641 billion in 2022, online experience matters. From content creation to dynamic personalization, online experiences are now the must-have competitive advantage. The golden rule of SEO is always to make your site discoverable. However, it cannot stop there. Next year, search marketers need to take that extra step forward to create holistic experiences for users. Google technology is built to look for better signals to inform users if content is relevant, high-quality, and trustworthy. So make sure you are aligning your strategies alongside your understanding of the entire customer journey from discovery and engagement through to purchase and retention. Ensure you are continually measuring Core Web Vitals You will need to prioritize Core Web Vital thresholds, as well as ensure that they are in close sync with IT and remove barriers such as code freezes. It's also important to track not just the Core Web Vitals, but those of your competitors. Be prepared to move faster Speed has become the number one factor that is central to algorithmic changes, search updates and vital web rollouts. At the same time, consumers now demand instantaneous information and answers. This means that you need to look at moving faster in two ways in 2022. Be faster as a practitioner Technical SEO has become even more important over recent years. Core Web Vitals alone has meant the need for technical speed, responsiveness and visual stability has grown. In addition, as search engines evolve how they process information voice, video and images -- optimization for all of these has become just as important as text. Machine learning and AI adoption is multiplying. 2022 is a year where embracing automation is going to be vital. To move at the speed of search, it is going to be critical to: - Embrace AI for the provision of real-time insights - Take advantage of automation to remove repetitive SEO tasks - Utilize technology to automate and prioritize website fixes - Be faster as an organization Agility is a word often overused in some marketing realms, but it is becoming more and more meaningful in SEO. To improve user experiences, keep pace with SEO change and move faster, your SEO operations need to be more nimble. As conversational and contextual updates create more search paths, Page Experience and Mobile-First updates will reach full effect next year. Start 2022 by ensuring search is central to all your marketing plans. Ensure you have executive buy-in, and if you don't, get to work on doing that now. Utilize the data that shows the demand for SEO. Now has never been a better time to showcase how SEO has a far-reaching marketing impact. Utilize your data far more intelligently Data is only valuable if used and if used correctly. In today's digitally centric economy, those who can utilize data and transform this into real business insights will be able to successfully navigate future markets, make informed decisions and adjust their strategies to meet both business needs and market trends. Eighty-eight percent of companies are now using market research to make business decisions. From macro trends into market shifts through to category and page-level insights, SEO data can now help fuel progress across all business areas. From an SEO point of view, utilize your data to inform: - Sales teams on market trends - Content teams on intent and SERP/content types - Product marketing on feedback, competitive intelligence, and future product launches - PR teams on branding, awareness, and sentiment - PPC teams on opportunities for synergistic approaches - Digital teams on cross-channel opportunities and consumer trends 2021 was the year that SEO shifted entirely from a single marketing channel to an essential source of multichannel While the landscape of search engine changes builds at breakneck speed, advances in the platforms that provide vital intelligence and automate to make the complex simple have become central to digital organizations worldwide. 2022 is the year where SEO opportunity rises, once more, to a whole new level. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 19, 2021 at 01:37PM
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Liquid+Arcade Promotes Darling to VP, Programmatic https://ift.tt/3oMqQwP Liquid+Arcade has promoted Daniel Darling to vice president, programmatic. He’s been with the agency for nearly three years. He previously served as director of programmatic, overseeing client placements across the medium including mobile, desktop, CTV and OOH. Earlier he co-founded ProgrammAddict, a programmatic media agency in the Los Angeles area.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 19, 2021 at 08:34AM
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B2B Marketing News: Global Social Trends Study, What B2B Marketers Are Investing In, LinkedIn Product Pages, & New Google Search CTR Study https://ift.tt/3r0n7yq Here’s What B2B Content Marketers Will be Investing in Next Year 69 percent of B2B content marketers have said that videos will be their top area of content marketing investment in 2022, with 61 percent saying that events will lead their investment areas next year, while 57 said that owned-media assets will top their content marketing spending in 2022 — two of several statistics of interest to digital marketing contained in recently-released survey data. MarketingCharts New LinkedIn data shows how gen Z is recalibrating the norms of work Gen Z comprises the fastest growing audience demographic on the LinkedIn (client) platform, with 63 percent visiting the Microsoft-owner professional network at least once a week, and 74 percent saying they use LinkedIn to learn new skills, according to newly-released report data. . The Drum YouTube gives dislikes the thumbs-down, hides public counts Google's YouTube video platform has done away with the default display of thumbs-down count data, moving instead to make that information available only as private feedback to video content publishers, in an effort to foster more respectful interactions between creators and video viewers, YouTube recently announced. The Verge B2B Buyers Say They’re Engaging Salespeople Late in the Process, But Are Open to Doing So Earlier The solution identification stage is the most frequent point of first engagement B2B buyers use with sellers, followed by the identification and clarification stage, with the evaluation of solutions phase rounding out the top three first engagement points, according to newly-released survey data of interest to online marketers. MarketingCharts Making the Business Case for Your Marketing Budget Building a collaborative relationship with corporate suite peers is a leading way to make the case for marketing budgets, and the Harvard Business Review looks at how CMOs can show the effectiveness of marketing in driving business, using data, trust, and more. Harvard Business Review Massive CTR Study Reveals Actionable Insights Differences in Google search desktop and mobile click-through-rate (CTR) insights garnered from 750 billion impressions are featured in newly-released third-party study data, which reveal that in the business and industrial sectors more searches for business-related content are conducted on mobile devices than on traditional desktops. Search Engine Journal LinkedIn Quietly Experiments With Product Pages To Boost Conversations Microsoft-owned LinkedIn has undergone testing of specialized business product pages on the platform, as part of ongoing efforts to increase engagement between members, brands, and brand product development teams, the social network recently announced. MediaPost 25% of marketers cite sustainability as ‘general goal’ rather than employ specific metrics Gauging the success of sustainability efforts is a top challenge among marketers, with some 42 percent having said that they need to make new technology investments in the area, according to recently-released survey data of interest to digital marketers. The Drum ON24 teams up with HubSpot in app marketplace B2B users will be able to better integrate the features of the HubSpot platform and cloud-based hybrid engagement service ON24, with new event data-sharing options available in a forthcoming upgrade to the platforms, ON24 recently announced. MarTech Budgets Show Spending Across All Social Networks: Trends For 2022 Facebook, Instagram, and LinkedIn are the three top social media platforms when it comes to effectively reaching business goals, according to Hootsuite's newly-released annual social trends report, which has also shown that younger people are increasingly using social networks to research brands instead of traditional search engines. MediaPost ON THE LIGHTER SIDE: A lighthearted look at the “inflation, shrinkflation, and skimpflation” by Marketoonist Tom Fishburne — Marketoonist Instagram is Paying Up to $35,000 to Lure Creators Away From TikTok — PetaPixel Atari Unveils New Logo, Games, And More For 50th Anniversary — Forbes TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Global Social Trends Study, What B2B Marketers Are Investing In, LinkedIn Product Pages, & New Google Search CTR Study appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh November 19, 2021 at 05:42AM
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Location Data Gleaned From Apps Handed Over Feds, Broker Admits https://ift.tt/3Hz24sM The data broker Mobilewalla, which has faced questions about its practices since at least last year, has now acknowledged to a U.S. senator that location data collected from app developers ended up in the hands of the federal government. “We recently learned that one of Mobilewalla’s subscription customers, Gravy Analytics, has sold mobile data that it licensed from Mobilewalla to Venntel, a Gravy Analytics subsidiary,” Mobilewalla CEO Anindya Datta said in a November 11 letter to Senator Ron Wyden (D-Oregon). “We also learned that Venntel licensed mobile device data to U.S. government law enforcement agencies, that included data Gravy Analytics sourced from Mobilewalla,” Datta continued. Those agencies include the Department of Homeland Security, Internal Revenue Service and the military, according to The Wall Street Journal. advertisement advertisement Mobilewalla says it collects information from more than 1.5 billion devices across 30 countries -- mainly via ad-supported apps. The location data is provided pseudonymously, but the identity of the devices' owners can be pieced together, given that people tend to spent most of their time at home or at work. Mobilewalla has been under scrutiny since at least June of 2020, when it published a report that analyzed the demographics of Black Lives Matter protesters in Atlanta, Los Angeles, Minneapolis and New York. Soon after that report came out, Wyden and other lawmakers questioned the company about its data practices. In August of 2020, Mobilewalla said in a letter to Wyden that the company didn't sell data to law or immigration enforcement authorities. But last week, Datta said he didn't know about Gravy's disclosures when he initially responded to Wyden's initial letter. Datta also said last week that Mobilewalla is asking Gravy to stop providing Mobilewalla-sourced data to government agencies. He added that if Gravy refuses, Mobilewalla won't renew its contract with the company when it expires -- which isn't until March of 2022. In the meantime it's not clear whether anything short of an act of Congress will prevent people's highly sensitive location data, supposedly collected for marketing purposes, from ending up in the government's hands. Whether Congress plans to move forward is uncertain, but it's worth noting that a bill proposed earlier this year would directly address the sale of data to federal authorities. That measure, the “Fourth Amendment Is Not For Sale Act,” would require government agencies to obtain a court order before buying personal information from data brokers. The self-regulatory group Network Advertising Initiative -- which counts Gravy Analytics as a member -- endorsed that bill in April. At the time, Leigh Freund, the organization's president and CEO, called the non-consensual sale of consumers' data for to law enforcers and other government agents “unethical,” adding that the practice not only poses a threat to privacy, but also “ultimately threatens the viability of data-driven advertising," The organization also recommended in 2020 that members obtain consumers' permission before sharing their location data with law enforcement authorities -- but didn't incorporate that recommendation into an official privacy code. David LeDuc, vice-president for policy at the Network Advertising Initiative, said Thursday that the organization encourages “privacy-minded companies” to follow its recommendations, but that they “don't carry the weight of law.” “This is why the U.S. needs comprehensive national privacy legislation to set binding rules of the road on all businesses, including bans on certain uses of data,” he added. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 18, 2021 at 05:04PM
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Adobe, AppsFlyer Mobile Data, And The Evolution Of A Knee https://ift.tt/3x80zgw A lot has happened in the past 25 to 30 years, especially when it comes to technology. Google founders created the company in 1998. Apple released a portable media player in 2001. The first online ad posted in 1994. Some of you, come to think of it, may not have been alive at that time. I worked in marketing at Micro D, a computer distributor based in Santa Ana, California, and during the ski season spent my weekends at Big Bear in Southern California. One day, five hours and many downhill ski-runs later, I fell and dislocated my knee. My bindings didn’t release, and I ended up in the hospital. Doctors put two gigantic screws in my knee to hold it together. On Friday, another doctor will remove them and give me a new knee. Nina Lentini, whom I reported to when I first joined MediaPost in 2007, will graciously step in to fill the void for two weeks, writing about performance marketing and search for Inside Performance. Reach out to her with any information that may be relevant to the blog. For breaking news, you will want to reach out to Joe Mandese, editor in chief at MediaPost. (I will be out from November 19 through December 3, but feel free to email to say hello or keep me up to date on things.) advertisement advertisement Another interesting fact: Adobe acquired Aldus in 1994 and Adobe PageMaker was further developed in 1995. Mobile at that time wasn’t even a thought for most. This week, Adobe and AppsFlyer, which measures mobile media, published The Mobile-First Enterprise: How Corporations are Being Transformed by Mobile Devices, a study conducted on the mobile practices of leading executives in large corporations. The study provides insights into the evolution of mobile as brands begin to shift to a mobile-first business strategy. On average, today, 40% or more of existing sales are now done through a mobile device, and more than one-third of respondents see about 50% of their sales coming through their mobile apps in the future. This B2B survey was conducted among executives at enterprise companies defined as those with 1,000 or more employees working in digital operations, growth and marketing roles. AppsFlyer developed the survey with participation from Adobe. There are about 302 total respondents for the quantitative survey and in addition, 8 qualitative surveys of vice president-level executives were conducted. The quantitative survey was fielded between August 29 and October 5, 2021 by NewtonX, a B2B research company that verified and screened all participants. While mobile apps in the enterprise space may have established themselves as customer retention and engagement channels, they are now also seen as a significant way of acquiring new customers. Mobile apps are also now recognized for their transactional capabilities. When it comes to the role of mobile apps, on a scale from 1 to 5, survey participants at 4.5 cited customer retention as the most important, followed by brand and loyalty at 4.18, customer acquisition at 3.97, sales and transactional at 3.89, employee engagement at 3.33, and other at 2.96. The data shows that nearly two-thirds of enterprises are “strongly” mobile-first, and the goal for the majority of enterprises is to have over 60% of customers connecting through mobile apps. Nearly 75% of companies engage with existing users through push and in-app messaging, and over a third use mobile apps to upsell current customers. Mobile replicates much of business functionality and for nearly a quarter of respondents, the goal is for it to replicate 100%. The goal for more than half is to conduct more than 75% of their functionality via their app. Despite all this mobility, privacy remains a growing concern, with nearly 85% saying they are concerned about privacy developments. Still, nearly 40% do not know their Apple’s Track Transparency (ATT) opt-in rate, with a large share of respondents saying they are unsure or unaware of how many users of their app would reject the prompt. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 18, 2021 at 11:35AM
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Another Blow For Reality: Metaverse Apps Forecast To Hit $1.6B In 2022 https://ift.tt/3oGlJOP It’s enough to change Mark Zuckerberg’s perennial scared-rabbit expression to a smile — and heighten anxiety among those who think that encouraging ever-deeper flights from reality is the last thing the world needs at this juncture. Global consumer spending on “metaverse” mobile game apps will reach more than $1.3 billion this year, and leap to more than $1.6 billion by the end of 2022, forecasts App Annie Intelligence. “Smartphones give users the ability to participate in a metaverse from their fingertips, cementing mobile’s role as a linchpin for this sector of gaming,” say the app-tracker’s analysts. “In 2022, world-building functionalities that allow users to interact in real time through virtual avatars will captivate audiences and capture share of wallet.” advertisement advertisement The gaming industry is evolving quickly, and “player empowerment is at the heart of the next wave of innovation,” they add. “Play-to-earn models — games that allow players to monetize in an open economy — combined with metaverses that emphasize players’ self-expression, will be the biggest drivers of mobile gaming innovation in 2022.” Through October this year, Roblox, one of the most well-known metaverse apps, ranked No. 1 worldwide under “Simulation > Creative Sandbox” games by both downloads and spend across iOS and Google Play. Minecraft followed closely, ranking No. 4 by downloads and No. 2 by spend. Other dominant mobile trends for 2022, according to App Annie: TikTok is poised to become even more powerful, with the addition of shopping capabilities. The phenomenal video app will reach 1.5 billion monthly active users (MAUs) next year — just 34 quarters after launch — despite having been banned in India, one of its top-growth markets, as of June 2020. In comparison, it took WhatsApp Messenger 42 quarters from launch (or nearly two years longer) to reach that milestone. With its broad reach and high engagement, TikTok is already siphoning ad dollars, as well as consumer time, away from video streaming — and its push into shopping will making it an even more disruptive and “genre-blending” force in 2022.
TikTok and other social apps are collectively forecast to hit $9 billion in 2022 — up 82% from 2020. TikTok, Twitch and Bigo Live held the top three spots among social apps by global consumer spend through October 2021. All three have monetization strategies that use live-streaming elements to support content creators. Fast-growing social apps include community and gaming app Discord, live-video app Tagged, and video and live-streaming app Likee. “Authenticity, creativity and video-first content is central to a social experience in 2022,” stresses App Annie. “With social apps poised to command nearly half of all time spent in mobile, this is a sector to watch for partnerships, marketing and customer engagement.” Pinterest and Temple Run 2 will join the “billion downloads club.” That will bring the total number of apps with 1 billion or more lifetime downloads to 22, including Pinterest at 1 billion and TikTok at 3 billion. In the games sector, Temple Run 2 will become only the third app to reach the 1 billion mark —after Candy Crush Saga and Subway Surfers. (The latter is set to hit 2 billion, making it the most popular mobile game of all time.)
At the same time, video streaming entertainment apps will continue strong growth: Fueled by in-app subscriptions and the convenience of managing them through mobile, consumer spending on these apps across iOS and Google Play will reach $12 billion in 2022 — doubling 2020’s $6 billion total. Hulu was on track to reach $1 billion in lifetime consumer spend as of Q1 2021, fueled by the U.S., and YouTube reached $3 billion in October, as consumers opted for ad-free and mobile-first steaming. Entertainment apps on the rise included Discovery+, anime-focused Funimation, and the digital-collectibles/NFT (non-fungible token) app VeVe.
Fintech app sessions will soar, driven in large part by crypto. Crypto has been a significant driver of increased fintech app sessions in 2021, across age demographics, and sessions are forecast to hit 18.9 billion next year -- up 155% from 2020. Among U.S. Gen Z and Millennial users, the top three crypto-trading apps by time spent on Android phones as of this September were Robinhood, Coinbase and Webull Stocks. Gen X and boomers also spent more of their “crypto-time” in these three apps. While these apps also ranked in the top 15 by time spent for the Gen X/boomer audience, those age groups still favored spending time in more traditional apps like TD Ameritrade, Chase Mobile and IBKR. Next year will present an unprecedented opportunity to engage and build loyalty among Gen Z — a mobile-first generation on the verge of financial independence—via these apps. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 18, 2021 at 11:14AM
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AT&T's 'Malpractice' At WarnerMedia May Be Warning For Future Mergers https://ift.tt/3DzpLyM In 2016, once TimeWarner was sold to AT&T for $85 billion, Jeff Bewkes, then CEO of Time Warner, believed the big communications company would leave all its senior TV executives alone to run the company. We know how that turned out. Many HBO, and Turner network executives were shown the door. Even newly hired executives from competing TV networks groups were quickly hired and almost as quickly departed. Tens of thousands of jobs were lost at AT&T overall after the TimeWarner merger. "We didn't think they would go to such a level of malpractice as to not listen to anybody… even though they themselves had no experience in those areas,’’ said Bewkes, as quoted in the new book by James Andrew Miller, "Tinderbox: HBO's Ruthless Pursuit of New Frontiers," the history of the deal and the integration of TimeWarner into AT&T. advertisement advertisement Many TV insiders at the time were stumped. Rumors abounded as the corporate culture changed. Gone was some of the first-class air travel for many HBO/WarnerMedia executives, for example, according to sources. According to Miller's book, the subsequent proposed sale of the renamed WarnerMedia business to Discovery Inc, yields much Monday-morning quarterbacking. The deal for AT&T, looking to move horizontally into content to help boost consumer sales of mobile and broadband pipes, was always fraught with major potholes. The book quotes current AT&T CEO John Stankey defending many production and staffing moves, saying that when you buy something at premium, you need to immediately find ways to pay down that high price. Critics joined Bewkes in saying AT&T had little experience in the production/marketing and distribution of TV and movie conten t-- that synergy with a technology-focused communications company was going to be difficult at best. Business lessons -- especially when it comes to media -- always needs to be re-learned. Can any one mouth these company letters -- A-O-L -- and not think about its spectacularly failed acquisition in buying TimeWarner in 2000 for a mere $182 billion? Yes, that was more than double the price AT&T bought TimeWarner for, five years ago. A budding internet broadband-focused company was also looking to support its services with premium TV and movie content. How did that turn out? Stankey says the spinoff to Discovery was made because investors weren’t giving AT&T much credit for its addition and revamping of WarnerMedia and its streamer HBO Max. The long-suffering TimeWarner/WarnerMedia lesson plan now moves to Discovery. Is anyone doing due diligence now? Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 18, 2021 at 08:05AM |
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