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Lance Neuheuser, CEO of 4C Insights, and Adam Helfgott, CEO of MadHive and MAD Network, discussed sequential messaging with Variety‘s Todd Spangler at the Variety Studio at Cannes presented by Inscape & iSpot.tv.

“Even if it’s the same person in different settings they do have different behavioral profiles. You have to understand how to speak to them,” said Neuheuser.