Other panelists included Steve Hasker of Nielsen, analyst Mark Mahaney, and moderator Eric Savitz of Forbes.

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Hasker identified quality video content as a key to growth, while Mahaney and Ellison pointed to big data, a common theme at Techonomy 2012.

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Video is the next big battleground for these companies, and the winner will be determined by who gets the most compelling video content, said Steve Hasker, president at Nielsen.

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