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  "documentTitle": "Future-proof ad sales: The new transformation imperative",
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      "text": "Where should companies start? In our experience, transforming ad sales begins with understanding where and what to transform—and to what extent—to establish the organization's baseline maturity. The maturity framework in Figure 7 can help media companies identify where they are on the maturity spectrum and, in turn, prioritize the highest-ROI initiatives, align stakeholders, and set the organization on a path to long-term success.",
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