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  "documentTitle": "AOL, Inc. (AOL)",
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  "authorName": "Jeffrey C. Smith",
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      "text": "In 2011, AOL added $61 million of incremental Display revenue... However, the costs of the incremental revenue totaled $158 million... Therefore, for every $1.00 of incremental Display revenue in 2011, AOL spent $2.59.",
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