Return on Investment (ROI) is the ubiquitous buzzword of 21st-century business. Yet in media and advertising, many firms are locked into a traditional understanding of ROI that treats it as an unexamined constant, or worse, as a necessary evil. Responding to ROI demands using the full gamut of modern technological and business tools is often not the firm's top priority, leaving these solutions to be applied piecemeal rather than in a comprehensive way.
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