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The $6 Billion (or More) Question
It turns out that America’s divided but engaged voting public isn’t the only group that’s been looking forward to the 2020 election campaign. So, too, have been media outlets — from linear television to the digital duopoly of Facebook and Google.
With more than $6 billion in projected media spending, the 2020 presidential campaign season will be — by far — the most expensive ever. What does that mean for performance marketers, and what can they learn from how campaigns buy time?