However, the international expansion is not the only factor driving the content costs higher.

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The conference presented the opportunity to introduce both the idea of choice as the distinguishing factor between standard advertising and content as well as a metric for determining its effectiveness.

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The third distinguishing factor of Innotribe is the content.

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The analysis could even factor in the nature of the content itself.

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Your great content, by the way, is a core factor in building your opted-in audience, as your current online followers help spread your content around to their communities.

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Wold concedes that content costs are increasing, but says the factor is already in his model.

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The most important factor is that your core branded online destination is kept fresh with new content that effectively represents your brand promise and invites interaction and sharing.

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Meanwhile, according to Viacom, YouTube openly discussed its dependence on copyrighted content to become popular, and Google saw that IP-theft-driven popularity as a major factor in its acquisition of the company.

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The company line up to now has been that walling off content allows for a sort of quality control, assuring that apps are developed specifically for the unique form factor of its devices.

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