"Twitter is a growing source of inbound referral traffic and outbound content distribution for online media publishers and broadcasters, " said Jonathan Wilner, senior director, business product management at Ooyala.

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But many organizations do not feel comfortable having a third party filter all their traffic and do not need the data distribution of a CDN.

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Blucora has invested to expand its distribution network and continues to benefit from the surge in mobile traffic.

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Rather than keep their content restricted to their respective Web sites, which have generated only a tiny fraction of the traffic headed for YouTube, the two sides have opted instead to sign distribution agreements with outside partners to push their content out to major portal sites.

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But the network will also begin making its video programming available in October to the public through its distribution partners, who are expected to account for the vast majority of its traffic.

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Without in-store distribution, this exposure is even more important to e-commerce sites trying to drive traffic and awareness.

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