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Rising above the average

28 July 2015

Averages can hide a multitude of sins. As a media planner, you need to know that every dollar spent is invested in the most effective channel possible. If you only look at averages, you never truly know what’s really going on.

Rise above the average, says Mark Syal, our Director of Media Practices in EMEA, as he explains the economics of performance media planning in his latest column in AdExchanger's 'Data-Driven Thinking' series.

Read the full article on AdExchanger.