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Nick Blake, client services director EMEA, Kenshoo
“Once people start to understand attribution more and are able to optimise to it correctly, we’ll start to see different bidding strategies based on the true value of the keyword at that time rather than every time. There will be 
a more holistic view across digital and the interplay on brand and direct response, engagement and intent will see a real change 
in the way search is managed.”

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