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Lessons from 2015’s media deals: Scale matters and legacy media wants Millennials

Digiday

The driving forces behind 2015’s media acquisitions include scale, Millennials and video, Lucia Moses writes. As advertisers put more dollars into programmatic, scale continues to stay key. And as advertisers want their messages in front of Millennials, legacy media companies pursued deals to reach those audiences. Looking forward to 2016, we can expect video to stay a factor in media deals: The average time people spend consuming online video each day is expected to continue rising into 2016, and ad dollars are following the views.

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