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  "documentTitle": "2019 Bond Cap Internet Trends 2019",
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  "authorName": "Mary Meeker",
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  "notes": "The chart includes a trend line indicating an overall increase in acquisition costs over the period.",
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      "text": "Source: Liftoff's 2019 / 2018 Mobile Finance App Report. Note: Report draws from internal Liftoff Data from 2/1/17 to 3/31/19, spanning 19B+ ad impressions across 5MM+ App installs, 270MM+ clicks & 3MM activations / registrations. Data focused on North America, Europe, Middle East, Africa & Asia Pacific. Note: Activation = Adding & depositing funds to an account, activating a spending card, opening an equities position or starting a paid subscription.",
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      "text": "Customer Acquisition Cost (CAC) = Rising in Highly Competitive / Capitalized Sectors",
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