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Where is the line drawn betwn companies that manage Internet Marketing Services and Internet Media?

As content marketing comes to the fore, where is the line drawn between companies that manage Internet Marketing Services (aka Interactive Ad Agencies) and content producers (aka Internet Media Companies)? Reference this article in AdAdge about iCrossing and Hearst Communications combination: http://adage.com/article/agency-news/acquisition-icrossing-moves-branded-content/227840/

Are Interactive Ad Agencies eventually going to morph into content producers/media owners?

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