NEWS VIEWS AND INSIGHTS ON INTERACTIVE VIDEO ADVERTISING POWERED BY: hawthorne direct
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Hawthorne Videoactive Report Vol 2 No 98 01112 Hawthorne Videoactive Report Vol 2 No 98 01112
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Ad:Tech Battle of the Agency Bands Ad:Tech Battle of the Agency Bands
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Vasoline - Prescribe The Nation Vasoline - Prescribe The Nation
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Sprint: Plug into Now Sprint: Plug into Now
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Vertical Ad Network Solutions by Adify Vertical Ad Network Solutions by Adify
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Internet Fragmentation Wreaks Havoc! Internet Fragmentation Wreaks Havoc!
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One for fun: Ninja Kittens One for fun: Ninja Kittens
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Glossary: New Media



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fragmentation
In a technical context, fragmentation describes the condition of a poorly optimized hard disk. A fragmented hard drive will have few areas of contiguous space to accommodate large media files, so data bits scatter all across the disk and playback performance degrades. In a marketing context, fragmentation describes an audience dividing its attention to an increasing number of TV channels, music downloads, video on demand offerings, web portals and more. In other words, the media is not so mass as it used to be.