MARKETING
Tinuiti Takes Stages at Cannes to Talk AI and Employee Well-being

Last week, leaders from Tinuiti spoke on different stages at the Cannes Lions International Festival of Creativity in France. The festival is the largest annual event where nearly 15,000 professionals from the creative marketing industry worldwide come together.
As the leading independent performance marketing agency and most recently named Microsoft Global Client Partner of the Year, Tinuiti joined top brands and partners to discuss performance marketing and the major industry shifts leading into 2024.
Tinuiti’s President Jeremy Cornfeldt and Chief Marketing Officer Dalton Dorné, were asked to weigh in on the most pressing topics facing the industry today. Their talks covered how to use AI to achieve business success, avoiding employee burnout, and CMO trends.
If you weren’t able to attend, check out our full recap of the event including top takeaways from our own experts at Cannes below!
Tinuiti Explores the Era of Innovation and the Significance of Agencies Embracing Generative AI
Generative AI is quickly becoming an essential tool for companies to innovate, increase efficiency, and drive creativity. The big questions are: How can independent agencies lean into this new technology, what advantages does it bring, and what will it mean for new and future talent?
On Tuesday, June 20th, Cornfeldt spoke at the Microsoft Agency Disrupter Series on “The age of Innovation and the Implications of Agencies” held at the Microsoft Beach House.
Jeremy Cornfeldt, President at Tinuiti spoke at the Microsoft Agency Disrupter Series on “The age of Innovation and the Implications of Agencies” held at the Microsoft Beach House.
“Imagine an office packed full of summer interns – really good summer interns. That’s a good way to think about where Generative AI is at right now,” Cornfeldt said.
“It’s nice to have the extra support, but it doesn’t know enough yet to replace us. But if we start to embed elements of it in our everyday work, we won’t get caught on the back foot as it evolves because we’ll be evolving along with it. We must already be embedding elements of it in our everyday work. This way when those interns have finally graduated and are fully qualified, we’ll be able to put them to work for us in ways that will make our work (and our lives) better.”
The panel, including experts Shannon Pruitt, Global Chief Content and Partnership Innovation Officer at Stagwell, and Price Glomsk, SVP Global Media and Partnerships at PMG, discussed a variety of AI-related topics such as:
- What do you see as the short-term opportunities from this technology?
- Independent Agencies have a reputation of adopting technology quickly, are you running or walking in view of Generative AI?
- We have heard that there are differences in how agencies and brands are reacting to and adopting Gen AI – brands seem to be more cautious – does that statement hold true and what are you doing to educate them?
According to Cornfeldt, over the next five years, company success will be defined by how effectively agencies and brands can use generative AI and automation technologies to reimagine their work processes, eliminate mundane tasks, and unleash human creativity and strategic thinking.
“We’ve embraced JOMO (The Joy of Missing Out) philosophy with an objective to delegate routine, mundane tasks to machines, thereby enabling our team to focus on more engaging, valuable work for our clients. We recognize that the future of work is increasingly automated and there’s minimal satisfaction in performing repetitive, low-skill tasks. As we continue to evolve, the focus shifts away from hands-on-keyboard tasks and moves towards using our cognitive abilities to deliver unprecedented value for our clients and stakeholders,” he says.
“In essence, our success will hinge on more than our capacity to incorporate new technologies. It will be determined by our ability to transform our operations, empower our employees, and enhance the value delivered to our clients. The true measure of our progress will be in the symphony created by humans and machines working together, each amplifying the other’s strengths, to deliver unprecedented outcomes.”
Tinuiti’s Insights on Retaining Top Talent: A Focus on Empowering Women
The need for creative women and diverse talent in the workforce has reached unprecedented levels. Unfortunately, at the same time, employee burnout is also surging to new heights. According to recent reports, more than half of working women say their stress levels are higher than they were a year ago.
Dorné joined a panel discussion for an honest conversation on employee burnout (specifically for women) and “How Companies Can and Should Retain Their Best Talent.”
During the event, moderators posed an important question to the panel members: How can companies prevent employee burnout in a post-Covid environment? According to Dorné, Tinuiti’s recent launch of “Project Connection” has been instrumental in maintaining valuable friendships that stretch far beyond the walls of an office boardroom.
“Coming out of the pandemic, sixty percent of our workforce was remote – before it was only thirty. So, one of the things we did at Tinuiti was we closed most of our offices where that population had shrunk. We kept New York and San Diego open but we reinvested the money from those offices into an initiative called ‘Project Connection,’, Dorné said. Project Connection was mentioned as one of the factors in Inc. Best Workplaces award to Tinuiti in 2023, the sixth year Tinuiti has been named.
“What you really miss from work is the relationships and the personal time and that overall connection. It’s not just about being at a desk or a conference room. At Tinuiti, we have Friendship Funds…. If you live in the same city as someone, even if you’re not part of the same team — you can still get together! All you have to do is take a selfie of your get together and we’ll expense it to the company.”
Tinuiti also has funds available for team off-sites, on-sites, and other variations that bring people together in real life. As a result, 75% of employees used the program within the first three months of launching it this year, Dorné said. “Those friendships you form at work are so important in your adult life and we’re hoping to re-establish that,” Dorné said.
Dorné speaking at a Cannes panel discussion for an open conversation on employee burnout.
In addition to questions the post-COVID working environment, the panel also discussed:
- Creative strategies to keep retention high and maintain employee engagement with their work
- The role employee recognition and support play in preventing burnout, and how can companies incorporate these practices into their culture
- How work burnout impact different demographics of women
- How can leaders take care of themselves, recognizing you can’t pour from an empty cup
Want to learn more about how to empower your employees and combat burnout?
Watch the livestream as Dorné takes part in a candid conversation with other industry leaders at the #EqualityLounge in Cannes session hosted by The Female Quotient.
Creative Thinking Skills in Your Business: A Dialogue at LinkedIn Collective Studio
Dorné also spoke at the Cannes Lions LinkedIn Session Outline held at the LinkedIn Collective Studio.
A B2B Marketing Benchmark report from LinkedIn recently revealed a growing need for CMOs to add creative skills to their repertoire. Given the entire Cannes festival is centered on creativity, Dorné was asked how she’s working to add or incorporate these skills into her day-to-day work at Tinuiti.
According to Dorné, by integrating creative thinking skills, CMOs can maximize the impact of every dollar spent, driving both brand awareness and bottom-line performance simultaneously.
“For example, to grow our own business, two years ago we launched our first ever brand campaign called Rethink. Performance. Following the brand name change to ‘Tinuiti,’ we knew obtaining name recognition and brand awareness in the marketplace was key. We launched a provocative omnichannel campaign that ran across streaming TV, social, display, online video, mobile, and audio streaming. The campaign challenged CMOs to shift their perspectives around some of the industry’s most hot-button issues, from data privacy to navigating the walled gardens. As a result, we saw a 50 percent increase in press mentions, 40 percent increase in site traffic and 70 percent increase in enterprise write-ins.”
Radiating positivity, Dorné and Kory Marchisotto, CMO of e.l.f. Beauty & President Keys Soulcare, wore beaming smiles as they participated in several panels at Cannes. During her discussion on “Why Women CMOs Are the Best Candidates for the Highest C-Suite Role,” Marchisotto responded to the fact that for the first time in history women outnumber men in the CMO role (51% of CMOs are now women) and that “progress over perfection” is critical to recognize.
How Tinuiti and e.l.f. Beauty partnered for the 2023 halftime campaign.
3 Top Takeaways From Cannes 2023
Q. Coming off of your attendance at the world’s largest festival on creativity in advertising, what does the word “creativity” mean to a performance marketer?
“In today’s world where all marketing is digital and therefore measurable, the lanes of “performance” and “brand” marketing are arbitrary. Creativity is as important as accountability and they go hand-in-hand. Cannes is no longer just an opportunity to celebrate the best creative work, it’s a hub of conversations that accelerate innovation.”
– Dalton Dorné, Chief Marketing Officer at Tinuiti
Q. Why do performance marketers need to be at Cannes?
“It’s an idea factory. You can see and hear approaches, techniques, and technologies in a few days that you’d otherwise need a year to fit in.”
– Sean Odlum, Chief Product Officer at Tinuiti
Q. What’s the one piece of advice as a performance marketer you feel like everyone at Cannes needs to hear?
“Our number one threat is complacency and Cannes is one of those events that forces everyone to challenge the status quo, push beyond what we think is possible and take tangible steps to continue to push the envelope. Regardless of the hot topic of the moment, you can always count on the brilliant people at Cannes to provide perspective and context on what the road ahead will look like.”
– Jeremy Cornfeldt, President at Tinuiti
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
MARKETING
How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Key takeaway
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
MARKETING
OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.
No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.
But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?
Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?
Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:
For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.
We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.
Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.
Let’s have Robert explain.
The right structure and governance matters
OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.
That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?
That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.
First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.
Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use.
Big platforms do not become antifragile just because they’re big
Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.
It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.
In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.
With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)
They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.
The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?
Why you should care
With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.
They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)
They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.
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Cover image by Joseph Kalinowski/Content Marketing Institute
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