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	<title>Underscore Marketing: Precision &#38; Perspective &#187; Underscore Musings</title>
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		<title>Will Apps Really Kill The Web?</title>
		<link>http://www.underscoremarketing.com/2010/09/02/will-apps-really-kill-the-web/</link>
		<comments>http://www.underscoremarketing.com/2010/09/02/will-apps-really-kill-the-web/#comments</comments>
		<pubDate>Thu, 02 Sep 2010 15:41:34 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=835</guid>
		<description><![CDATA[How many times will Wired predict the death of the web browser before it actually happens? All kidding aside, the web&#8217;s percentage of total Internet traffic is shrinking.  Video is mostly to blame, but it begs the question concerning what else will erode the traditional model of viewing content via a web browser.  Depending largely [...]]]></description>
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		<title>Should Coke Follow Pepsi on Twitter?</title>
		<link>http://www.underscoremarketing.com/2010/08/17/should-coke-follow-pepsi-on-twitter/</link>
		<comments>http://www.underscoremarketing.com/2010/08/17/should-coke-follow-pepsi-on-twitter/#comments</comments>
		<pubDate>Tue, 17 Aug 2010 12:53:16 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=830</guid>
		<description><![CDATA[Rupal Parekh posed some interesting questions with a Twitter-themed post on AdAge&#8217;s DigitalNEXT blog.  Among those questions was whether or not Bill Gates should return Eric Schmidt&#8217;s follow. Doesn&#8217;t the notion of two direct competitors following one another seem ripe for an explosive post on reddit or Digg?  I can see such a thing becoming [...]]]></description>
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		<title>What B2B Marketers Can Learn from B2C</title>
		<link>http://www.underscoremarketing.com/2010/08/17/what-b2b-marketers-can-learn-from-b2c/</link>
		<comments>http://www.underscoremarketing.com/2010/08/17/what-b2b-marketers-can-learn-from-b2c/#comments</comments>
		<pubDate>Tue, 17 Aug 2010 12:29:21 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=826</guid>
		<description><![CDATA[B2B Magazine just ran a short piece I wrote on how B2B marketers can borrow digital tactics from the business to consumer side of digital. One of the things we really love about working in the B2B space is that it has its own unique challenges for reaching the right audience.  Whereas a broad-appeal B2C [...]]]></description>
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		<title>Nobody Cares</title>
		<link>http://www.underscoremarketing.com/2010/08/05/nobody-cares/</link>
		<comments>http://www.underscoremarketing.com/2010/08/05/nobody-cares/#comments</comments>
		<pubDate>Thu, 05 Aug 2010 12:56:05 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=824</guid>
		<description><![CDATA[Interesting title for a post, no? I&#8217;ve said these two words countless times over the past few years as people within our industry talk about various justifications for the work they&#8217;re doing in online targeting, transactional media buying and data mining.  And now the transactional half of the industry is paying the price. We do [...]]]></description>
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		<title>Opportunity for Rep Firms?</title>
		<link>http://www.underscoremarketing.com/2010/07/26/opportunity-for-rep-firms/</link>
		<comments>http://www.underscoremarketing.com/2010/07/26/opportunity-for-rep-firms/#comments</comments>
		<pubDate>Mon, 26 Jul 2010 12:53:56 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

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		<description><![CDATA[I think rep firms can make a comeback. Publishers are continuing to monetize through exchanges, regardless of how damaging it can be to their business in the long term.  They&#8217;re also juggling networks and trying to figure out which of the gazillion ad networks can get them the best return on inventory that otherwise might [...]]]></description>
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		<title>Influentials Don&#8217;t Influence Old Spice Viralness?</title>
		<link>http://www.underscoremarketing.com/2010/07/15/influentials-dont-influence-old-spice-purchases/</link>
		<comments>http://www.underscoremarketing.com/2010/07/15/influentials-dont-influence-old-spice-purchases/#comments</comments>
		<pubDate>Thu, 15 Jul 2010 20:27:13 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=814</guid>
		<description><![CDATA[So, the Old Spice social campaign seems to have dominated digital marketing discussions for the past few days.  Seems like industry discussion lists, advertising trades and now the mainstream media are all over this one. Sign me up as a fan.  I&#8217;m very pleasantly surprised that something like this can take hold in some select [...]]]></description>
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		<title>Not Now</title>
		<link>http://www.underscoremarketing.com/2010/07/13/not-now/</link>
		<comments>http://www.underscoremarketing.com/2010/07/13/not-now/#comments</comments>
		<pubDate>Tue, 13 Jul 2010 13:41:13 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=811</guid>
		<description><![CDATA[&#8220;Not Now.&#8221;  That was the original headline on my recent iMedia piece, before my editor changed it. I wanted that headline because there are actually two huge problems with the state of digital ad targeting.  The first is that we&#8217;ve gone well past the fail safe line that DoubleClick and other companies stepped over in [...]]]></description>
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		<title>Waiting for pixel.adserver.com&#8230;</title>
		<link>http://www.underscoremarketing.com/2010/06/28/waiting-for-pixel-adserver-com/</link>
		<comments>http://www.underscoremarketing.com/2010/06/28/waiting-for-pixel-adserver-com/#comments</comments>
		<pubDate>Mon, 28 Jun 2010 13:05:00 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=805</guid>
		<description><![CDATA[We should really be asking ourselves whether, as an industry, we&#8217;re overburdening our ad delivery infrastructure. Between ad exchanges, verification, rich media and other services responsible for multiple server calls whenever an ad is delivered, we&#8217;re introducing way more potential failure points into the process than was ever really intended.  It makes me wonder how [...]]]></description>
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