GITNUXSOFTWARE ADVICE
Marketing In IndustryTop 10 Best Media Planning And Buying Software of 2026
Ranked media planning and buying software for ad teams, with side-by-side comparisons of The Trade Desk, DV360, and Nielsen Campaign Network.
How we ranked these tools
Core product claims cross-referenced against official documentation, changelogs, and independent technical reviews.
Analyzed video reviews and hundreds of written evaluations to capture real-world user experiences with each tool.
AI persona simulations modeled how different user types would experience each tool across common use cases and workflows.
Final rankings reviewed and approved by our editorial team with authority to override AI-generated scores based on domain expertise.
Score: Features 40% · Ease 30% · Value 30%
Gitnux may earn a commission through links on this page — this does not influence rankings. Editorial policy
Skai is the best fit when an agency or enterprise team wants one control layer for search, social, retail, and app media from planning through activation, while Simpli.fi covers granular local planning and buying needs for smaller teams and Basis works best when approval-heavy, API-driven omnichannel workflows matter most.
Editor’s top 3 picks
Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.
Skai
Scenario planning connects forecasted channel mixes to executable campaigns across search, social, retail media, and app advertising.
Built for fits when agencies and enterprise teams need one control layer for search, social, retail media, and app campaigns..
Viant
Editor pickViant Household ID links audience targeting, cross-device activation, and campaign measurement at the household level.
Built for fits when agencies and advertisers need household-based activation across multiple digital channels..
Simpli.fi
Editor pickKeyword-level contextual targeting combines individual search terms, URLs, and content categories within campaign rules.
Built for fits when agencies need granular local targeting across several digital advertising formats..
Comparison Table
Skai
enterpriseMarketing intelligence and activation software for search, social, retail, and commerce media.
Scenario planning connects forecasted channel mixes to executable campaigns across search, social, retail media, and app advertising.
Skai combines planning scenarios, campaign management, portfolio optimization, and measurement in one operating layer. Connectors cover major search, social, retail media, and app advertising environments, while templates and rules support repeatable execution. Reporting can combine performance signals across channels for account and portfolio decisions.
The breadth creates a configuration burden around account structures, naming conventions, permissions, and workflow rules. Skai fits agencies and enterprise teams managing many advertiser accounts, but teams requiring linear television planning may need a separate system.
- +Scenario planning links forecasts to executable campaigns across multiple digital channels.
- +Portfolio controls support budget allocation across accounts and campaigns.
- +Connectors cover major search, social, retail media, and app advertising environments.
- +Unified reporting supports performance analysis across channel portfolios.
- –Linear television planning remains outside Skai's core operating model.
- –Channel connectors can expose different fields and optimization controls.
- –Large deployments require careful account mapping and permission design.
Enterprise retail advertisers
Retail media campaign management
Unified channel reporting
Performance marketing agencies
Multi-account campaign operations
Faster account governance
Show 1 more scenario
App growth teams
Paid app acquisition
Broader acquisition visibility
Skai coordinates app campaign measurement with broader paid media performance data.
Best for: Fits when agencies and enterprise teams need one control layer for search, social, retail media, and app campaigns.
Viant
enterpriseDemand-side platform for planning, buying, and measuring omnichannel advertising.
Viant Household ID links audience targeting, cross-device activation, and campaign measurement at the household level.
Large advertisers and agencies can build audiences from first-party data, partner segments, behavioral signals, and Viant’s household identity framework. Campaign controls cover channel allocation, bid management, pacing, frequency management, brand safety, and conversion measurement. Data activation and reporting support campaign workflows across digital video, audio, mobile, desktop, and connected television inventory.
Viant’s main tradeoff is that teams seeking detailed linear television planning or tightly integrated insertion-order administration may need separate systems. The platform suits advertisers running multi-channel campaigns that need consistent household targeting and measurement across fragmented inventory.
- +Household identity resolution supports consistent targeting across devices and screens
- +Broad inventory access spans video, audio, mobile, desktop, gaming, and digital out-of-home
- +First-party data activation connects audience creation with campaign execution
- +Automated bidding and pacing reduce manual campaign intervention
- –Linear television planning is not the platform’s primary workflow
- –Advanced audience governance requires careful taxonomy and permission design
- –Measurement depth depends on available conversion, identity, and publisher data
- –Some direct media workflows depend on supply-partner integrations
Multichannel brand advertisers
Coordinate cross-screen audience activation
Consistent audience delivery
Agency media teams
Manage omnichannel buying operations
Fewer fragmented workflows
Show 2 more scenarios
Performance marketing teams
Optimize conversion-focused campaigns
More responsive optimization
Automated bidding and conversion measurement help adjust delivery toward selected outcomes across addressable inventory.
Data-driven publishers
Activate proprietary audience segments
Broader data utilization
Viant supports first-party audience onboarding and activation without requiring advertisers to abandon existing data partnerships.
Best for: Fits when agencies and advertisers need household-based activation across multiple digital channels.
Simpli.fi
SMBAdvertising software for planning, buying, optimizing, and reporting digital campaigns.
Keyword-level contextual targeting combines individual search terms, URLs, and content categories within campaign rules.
Simpli.fi is differentiated by its keyword-level contextual targeting, which lets buyers define individual terms, URLs, and content categories instead of relying only on predefined audience segments. Campaigns can apply location boundaries, device rules, dayparting, frequency limits, and conversion goals at granular levels. The interface also provides campaign reporting across multiple ad formats and localized accounts.
The tradeoff is that Simpli.fi has less reach and marketplace depth than enterprise buying environments such as The Trade Desk or DV360. It fits agencies managing regional campaigns that need detailed controls, repeatable reporting, and coordinated display, video, audio, and CTV execution.
- +Keyword-level contextual targeting supports precise content selection.
- +Localized controls support campaigns across cities, regions, and service areas.
- +Display, video, audio, native, CTV, and social buying share one interface.
- +Automated optimization can prioritize conversions, visits, or engagement goals.
- –Inventory breadth is narrower than major enterprise DSPs.
- –Advanced reach and frequency analysis is less extensive than dedicated planning suites.
- –Large account structures require disciplined naming, permissions, and reporting setup.
Local advertising agencies
Multi-location client campaigns
Consistent local execution
Performance marketing teams
Conversion-focused display campaigns
Clearer campaign optimization
Show 2 more scenarios
Regional media buyers
Cross-format regional advertising
Unified regional reporting
Buyers can coordinate display, video, audio, native, and CTV activity through shared reporting.
Franchise marketing teams
Coordinated franchise promotion
Controlled local activation
Central teams can manage localized campaigns while preserving shared creative and measurement standards.
Best for: Fits when agencies need granular local targeting across several digital advertising formats.
Basis
enterpriseOmnichannel media planning, buying, and campaign management software.
Media authorization plus trafficking specification handoff that preserves planning decisions through execution.
Basis is an ad planning and buying workflow tool built around authorization, trafficking readiness, and cross-team handoffs. It supports media planning inputs like budgets, pacing, and targeting assumptions, then carries those decisions into buying steps with specifications that reduce rework.
Basis emphasizes integration and automation for how plans move into execution, including API-oriented connectivity to external systems. Linear television planning and digital buying are handled via different workflow paths rather than one generic planner screen.
- +Authorization workflows track plan ownership through buying and trafficking handoffs
- +API-first integration supports automation between planning, execution, and measurement stacks
- +Specification artifacts reduce friction between planners and buying teams
- +Cross-channel workflows keep decisions attached to downstream buying requirements
- –RBAC and governance require disciplined setup to prevent approval bottlenecks
- –Advanced omnichannel planning outputs depend on properly connected downstream data feeds
Best for: Fits when teams need approvals, buying-ready specs, and API-driven workflow automation across channels.
StackAdapt
enterpriseSelf-serve programmatic advertising platform for omnichannel media buying.
Campaign execution workflow connects audience setup and trafficking details so buyers can run and optimize plans with fewer handoffs.
StackAdapt provides media planning and buying workflows that connect audience targeting to campaign execution across programmatic and other digital inventory sources. It supports campaign setup for creatives, placements, and trafficking specifications, then carries those details into activation and reporting.
Planning controls focus on budget allocation, flighting, and audience segmentation work that media buyers need to operationalize at scale. Reporting and optimization workflows are built around campaign performance visibility tied to the activated plan.
- +Strong end to end workflow from campaign setup through activation
- +Audience targeting configuration maps directly to buying execution
- +Operational support for trafficking details within the buying workflow
- +Reporting structure supports optimization tied to activated flights
- –Cross-channel planning depth can be thinner than DV360-centric setups
- –Automation coverage depends on integration breadth and account configuration
- –Governance controls like RBAC and audit logs can require process discipline
- –Advanced TV style planning like daypart pacing may need external planning steps
Best for: Fits when ad teams need audience-driven campaign planning tied to programmatic execution.
Quantcast Platform
enterpriseAdvertising platform for audience planning, programmatic buying, and campaign measurement.
Audience segment lifecycle management with API-driven provisioning that links targeting edits to downstream activation and reporting.
Quantcast Platform is built for audience measurement and media targeting workflows, with planning and buying support tied to quantcast audience data. Teams can define target audiences and activate them across programmatic channels while keeping measurement and optimization signals in the same operational environment.
The tooling centers on audience segments, governance around who can create or approve changes, and API-accessible configuration for campaign and activation objects. Quantcast Platform works best when media planning and buying teams need tighter feedback loops than spreadsheets can provide.
- +Audience definitions and activation controls map closely to measurement signals
- +API and automation support for campaign setup reduces manual trafficking work
- +Governance controls support RBAC-style separation for planning and buying roles
- +Segment reuse helps keep targeting consistent across flights
- –Planning workflow depth is thinner than trade-desk style buying suites
- –Cross-channel modeling and forecasting capabilities are limited versus linear planning tools
- –Reporting granularity can require API exports for advanced custom views
- –Setup needs disciplined audience taxonomy to avoid duplication and drift
Best for: Fits when teams need audience-governed programmatic buying tied to measurement and repeatable automation.
Comscore Campaign Ratings
enterpriseCross-platform campaign measurement integrated with media planning workflows.
Campaign Ratings logic that maps Comscore measurement metrics into campaign evaluation reports for repeatable post-flight comparisons.
Comscore Campaign Ratings ties planning and buying workflows to Comscore measurement outputs through campaign-level reporting and rating logic. It supports cross-channel planning inputs for reach and frequency decisions and connects those signals to campaign evaluation artifacts.
Admin tooling centers on campaign configuration controls that help teams maintain consistent standards across buying workflows. Automation is strongest around report production and recurring rating outputs rather than full buyer workflow orchestration.
- +Campaign-level reporting aligns rating outcomes to planning inputs for easier post-flight checks
- +Cross-channel reach and frequency outputs support tighter budget allocation decisions
- +Recurring rating runs reduce manual effort for monthly and weekly reporting cycles
- +Campaign configuration controls help standardize metric definitions across teams
- –Less suited for hands-on buying operations compared with ad-exchange focused tools
- –API and automation depth varies by reporting object, requiring careful workflow mapping
- –Setup needs disciplined campaign configuration to avoid inconsistent rating definitions
- –Workflow coverage for trafficking and execution specifications is limited
Best for: Fits when measurement-backed rating outputs matter most and teams need consistent campaign reporting standards.
AdRoll
SMBDigital advertising software for campaign planning, buying, retargeting, and measurement.
Unified conversion and audience event wiring that keeps retargeting audiences aligned with attribution changes across campaigns.
AdRoll is a media planning and buying workflow tool focused on performance marketing execution across display, social, and connected TV inventory. It supports audience segmentation and campaign setup with centralized tag and pixel management plus conversion attribution configuration.
Planning work is geared toward audience and creative execution controls rather than spreadsheet-grade budget modeling and formal rate-card authorization flows. Compared with trade desk and DV360 style buying stacks, AdRoll emphasizes practical automation for retargeting audiences and operational consistency across channels.
- +Strong audience-based retargeting workflows tied to conversion events
- +Centralized tag management reduces pixel sprawl across campaigns
- +Workflow automation for campaign launch and recurrent execution tasks
- +Cross-channel campaign management supports consistent audience reuse
- –Limited support for formal linear television ordering and insertion order steps
- –Advanced planning features lag dedicated planning systems for reach planning
Best for: Fits when teams need repeatable cross-channel audience execution controls without heavy TV authorization workflows.
Placer.ai
specialistLocation analytics platform used for out-of-home media planning and audience measurement.
Visit-based attribution that links campaigns to store foot-traffic outcomes for planning feedback, not just post-campaign charts.
Placer.ai maps real-world retail activity to media planning workflows by translating location visits into audienceable signals. Placer.ai supports campaign measurement using store traffic outcomes and visit attribution logic tied to ad exposure.
The product also integrates with common ad ecosystem inputs to keep audience and measurement views aligned across planning and optimization cycles. For ad teams, the core differentiator is location-footfall measurement that can feed planning decisions rather than limiting analysis to post-campaign reporting.
- +Foot-traffic measurement ties campaign exposure to real store visits
- +Location-based audience signals can guide targeting decisions during planning
- +Integrations reduce manual rework between ad platforms and measurement
- +Clear reporting views for store and market level outcomes
- –Store visit attribution depends on sufficient location coverage
- –Cross-channel planning workflow integration can require tighter setup than expected
- –Outputs are strongest for physical location objectives over purely online KPIs
- –Advanced modeling needs careful parameter choices to avoid misleading lift
Best for: Fits when retail media teams plan around in-store outcomes and need foot-traffic measurement for optimization.
Nielsen Ad Intel
enterpriseCompetitive advertising intelligence and spend tracking across media channels.
Campaign-level intelligence that ties Nielsen audience concepts to planning evaluation signals, emphasizing measurement consistency over execution.
Nielsen Ad Intel targets media planning and buying teams that need measurement-led planning inputs tied to Nielsen audience and exposure data. It focuses on campaign insights for selecting audiences and evaluating planned versus actual performance signals, with workflows that support linear and digital ad inventory contexts.
Reporting is oriented around campaign intelligence outputs rather than a transaction system for ad operations, so teams often pair it with buying platforms for trafficking, deals, and execution. In practice, the strongest value shows up when measurement definitions and audience segments are already standardized across planning and reporting.
- +Nielsen measurement inputs support audience selection tied to exposure signals
- +Campaign intelligence reporting is built around Nielsen-defined audience concepts
- +Cross-campaign comparisons help planners validate direction before buying
- +Segment reuse supports consistent audience logic across planning cycles
- –Buying workflow depth is limited compared with execution-first platforms
- –Setup requires disciplined segment and measurement definition governance
- –Automation surface for deal-level operations is not as direct as buying suites
- –Integration paths can depend on external data feeds and mapping work
Best for: Fits when planning teams need Nielsen measurement inputs for audience selection and campaign evaluation.
Conclusion
After evaluating 10 marketing in industry, Skai stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.
Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.
How to Choose the Right media planning and buying software
Media planning and buying software ties forecasting inputs to buying execution artifacts so teams can carry decisions from media authorization through trafficking specifications and into campaign evaluation. This guide covers Skai, Viant, Simpli.fi, Basis, StackAdapt, Quantcast Platform, Comscore Campaign Ratings, AdRoll, Placer.ai, and Nielsen Ad Intel.
The selection focus prioritizes integration depth through documented APIs and automation surfaces, then checks governance controls such as RBAC, audit-ready authorization workflows, and repeatable audience provisioning. Cross-channel planning depth is compared side-by-side using The Trade Desk, DV360, and Nielsen Campaign Network, with linear television planning coverage called out where it is outside the product’s core model.
Execution-carrying planning artifacts, automation surface, and governance controls
Media planning and buying software becomes measurable when planning decisions survive handoffs into media authorization, trafficking specifications, and buying execution. Basis is built around media authorization plus trafficking specification handoff that preserves planning decisions through execution.
Cross-channel coordination also depends on how forecasting and audience definitions connect to executable campaigns and how those definitions propagate into activation and reporting. Skai ties forecasted channel mixes to executable campaigns across search, social, retail media, and app advertising, while Quantcast Platform uses audience segment lifecycle management with API-driven provisioning to link targeting edits to downstream activation and reporting.
Authorization-to-traffic handoff that stays intact during execution
Basis emphasizes media authorization workflows tied to trafficking specification handoff so approved planning decisions remain stable through execution. AdRoll is more focused on retargeting audience execution controls and tag management, so it does not replicate formal linear television ordering steps.
Forecast to executable campaign mapping across multiple digital channels
Skai connects forecasted channel mixes to executable campaigns across search, social, retail media, and app advertising with scenario planning that spans multiple campaign types. StackAdapt runs a strong campaign execution workflow that ties audience setup and trafficking details together, but it has thinner cross-channel planning depth than DV360-centric planning setups.
Audience identity and governance that propagate into activation and reporting
Viant Household ID supports household-based activation, which helps keep targeting consistent across devices and screens and connects activation to measurement outcomes. Quantcast Platform provides audience segment lifecycle management with API-driven provisioning that links targeting edits to downstream activation and reporting, which reduces manual trafficking and rework.
Rules for contextual targeting that can be expressed at keyword level
Simpli.fi supports keyword-level contextual targeting using individual search terms, URLs, and content categories within campaign rules for granular local targeting. Comscore Campaign Ratings focuses on measurement-backed rating outputs mapped into campaign evaluation reports, which helps standardize post-flight comparisons rather than building contextual targeting rules.
Choose by workflow shape: execution-first buying, planning-first orchestration, or measurement-driven governance
The fastest path to good fit is matching workflow shape to team responsibilities, because planning and buying tools handle handoffs differently. Basis and StackAdapt prioritize execution-carrying campaign specs and buyer readiness, while Skai prioritizes planning-to-execution mapping from forecasted channel mixes.
If the buying operation depends on audience lifecycle consistency, choose tooling that provisions audience segments or IDs through an automation surface. Viant Household ID and Quantcast Platform both center on audience definitions that flow into activation, while AdRoll focuses on unified conversion and audience event wiring for retargeting consistency.
Map the handoff you cannot afford to break
If media authorization and trafficking specification handoff must preserve approvals through buying, Basis provides authorization workflows that track plan ownership through buying and trafficking handoffs. If the priority is a buyer-run workflow where audience setup and trafficking details travel together, StackAdapt emphasizes an end to end execution workflow from campaign setup through activation.
Pick the forecasting-to-execution workflow that matches planning ownership
If planners own forecasted mixes and need those mixes to become executable campaign configurations, Skai supports scenario planning that connects forecasted channel mixes to executable campaigns across multiple digital channels. If the team’s planning work is less about channel mix forecasting and more about standardized evaluation, Comscore Campaign Ratings maps its campaign-level ratings logic into campaign evaluation reports for repeatable post-flight comparisons.
Decide whether audience definitions are your system of record
If household identity drives consistency across devices and screens, Viant Household ID is designed to connect targeting, cross-device activation, and campaign measurement at the household level. If audience segment lifecycle edits must be provisioned via an automation surface into downstream activation and reporting, Quantcast Platform links targeting edits to downstream activation and reporting using API and automation.
Validate contextual targeting depth against your inventory mix
If local execution depends on keyword-level contextual rules using search terms, URLs, and content categories, Simpli.fi is built for contextual targeting at that granularity. If retail outcomes and store foot traffic are the optimization signal driving planning feedback, Placer.ai uses visit-based attribution to connect campaigns to store visits.
Check governance friction based on how approvals scale
When governance requires RBAC and approval throughput, Basis can introduce approval bottlenecks if RBAC and governance are not set up with disciplined configuration. When campaign reporting consistency to Nielsen-defined audience concepts is the key control, Nielsen Ad Intel centers measurement consistency and campaign intelligence reporting but offers limited buying workflow depth compared with execution-first platforms.
Teams that need planning and buying artifacts to stay executable across channels
Media planning and buying software fits teams that must carry decisions from planning inputs into buying execution specs and then map outcomes back to evaluation standards. The strongest fit depends on whether the team’s pain point is approval handoffs, audience lifecycle consistency, or forecast-to-execution conversion.
The tools also split by workflow center of gravity, with Skai built around forecast scenario planning and Basis built around authorization plus trafficking specification handoff.
Agencies running cross-channel campaign mixes across search, social, retail media, and app advertising
Skai links forecasted channel mixes to executable campaigns and supports scenario planning across the digital channels agencies typically manage in one planning motion.
Enterprise advertisers and managed service teams that require approval workflows to survive into buying specs
Basis focuses on media authorization and trafficking specification handoff with API-first integration so approved plans remain intact during execution requests.
Programmatic buying teams that treat audience lifecycle updates as a repeatable automation process
Quantcast Platform uses audience segment lifecycle management with API-driven provisioning so changes to audience definitions flow into downstream activation and reporting with fewer manual trafficking steps.
Retail media teams optimizing against in-store visits rather than only web conversions
Placer.ai ties campaigns to store foot traffic outcomes using visit-based attribution, so planning feedback is grounded in real store visit behavior.
Local agencies executing keyword-level contextual targeting across cities and service areas
Simpli.fi applies keyword-level contextual targeting using search terms, URLs, and content categories inside campaign rules and supports localized controls for cities, regions, and service areas.
Common execution and governance errors when adopting planning and buying software
Most adoption failures come from treating planning outputs as static exports rather than executable artifacts, or from underestimating how audience governance and approval workflows affect throughput. The tools in this guide expose those risks in different ways, such as Basis and Quantcast Platform requiring disciplined governance to prevent operational friction.
Another common error is selecting tooling for measurement reporting when the team needs buyer-ready execution workflows, since measurement-heavy products can leave planning and trafficking steps thin.
Assuming planning approvals automatically carry through trafficking without a dedicated handoff design
Basis explicitly connects media authorization to trafficking specification handoff, while tools that center retargeting and tag management like AdRoll do not provide the same formal linear television ordering steps.
Choosing a forecasting tool without validating that outputs convert into buyer-executable campaign objects
Skai is designed to connect forecasted channel mixes to executable campaigns, but Comscore Campaign Ratings concentrates on campaign evaluation reports rather than hands-on buying workflow depth.
Underestimating governance setup work for RBAC and audience permissions
Basis can create approval bottlenecks if RBAC and governance are not disciplined, and Viant Household ID requires careful audience governance taxonomy and permission design for advanced governance.
Overbuilding audience definitions without verifying provisioning coverage into activation and reporting
Quantcast Platform maps targeting edits to downstream activation and reporting via API-driven provisioning, but StackAdapt’s automation coverage depends on integration breadth and account configuration rather than a full audience lifecycle model by default.
How We Selected and Ranked These Tools
We evaluated each tool on how well it carries planning decisions into buying execution artifacts and how consistently it connects those artifacts to activation and reporting outcomes. Features accounted for 40% of the score by weighing scenario planning to execution mapping, authorization and trafficking handoffs, and audience identity or lifecycle automation.
Ease and value each accounted for 30% by measuring workflow friction signals such as integration dependence for automation, governance setup overhead, and how directly configurations translate into buyer-ready steps. Skai earned the top position because scenario planning connects forecasted channel mixes to executable campaigns across search, social, retail media, and app advertising while portfolio controls support budget allocation across accounts and campaigns.
Frequently Asked Questions About media planning and buying software
How does a shared planning and execution workspace reduce handoffs across tools like The Trade Desk and DV360 compared with Skai and StackAdapt?
When do household-level identity workflows matter for media planning and buying, and which tool approaches it explicitly?
What breaks if media authorization and trafficking specifications are not preserved during the plan-to-buy handoff in tools like Basis?
Which workflow is better for agencies that need keyword-level rules and localized controls across display, video, and CTV, Simpli.fi or more measurement-centered platforms like Nielsen Ad Intel?
How do API and provisioning models change automation for audience targeting in Quantcast Platform versus Comscore Campaign Ratings?
Where does cross-channel planning fall short when a tool prioritizes rating logic over full execution orchestration, like Comscore Campaign Ratings?
Which tool handles connected TV and programmatic buying planning in a unified buying environment without heavyweight TV authorization workflows?
How should teams structure integrations and data mapping when location-footfall measurement feeds planning feedback in Placer.ai?
What is the key tradeoff between using measurement-led planning inputs from Nielsen Ad Intel and building execution-ready targeting and trafficking workflows in StackAdapt?
Tools reviewed
Primary sources checked during evaluation.
Referenced in the comparison table and product reviews above.
- Marketing In IndustryTop 10 Best Media Buying And Planning Software of 2026
- Sales EnablementTop 10 Best Media Buyer Software of 2026
- Supply Chain In IndustryTop 10 Best Media Inventory Software of 2026
- Digital MarketingTop 10 Best Digital Media Buying Services of 2026
- Marketing In IndustryTop 10 Best Marketing Planning Services of 2026
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