Jim told me that there are several benefits for Fidelity using an in-house ad agency.

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Instead of the usual rounds of talk shows and bookstore tours utilized by most publishers to promote a book, Jay-Z, Random House and ad agency Droga5 created a unique, innovative and interactive game to spread the word about this recent bestseller.

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It utilizes multiple sources of advertising such as direct ads, house ads, ad networks and real-time bidding.

FORBES: iOS and Android Fourth Quarter Mobile Apps Ad Metrics