Zeman and an Intuit spokesperson declined comment.
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“I do think there is a certain profile of marketer that will be taking a hard look at the 'build' scenario is coming months and years," Zeman wrote. "You own the intellectual capital, data and insight that programmatic marketing unlocks. [Additionally], your decisions on how/where/when to buy are always based on expected return. For example, you are much more likely to try and tease out the true incremental value of remarketing if you are not incented on spend volume or percent of media."
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