Backchannel

www.businessweek.com/print/magazine/content/08_11/b407507...

 

Backchannel is the product of countless hours of research conducted by Kokernak, some of which came from starting up and running a small media-buying operation—to learn the system from within, he says—and some from long stretches buried in the stacks of the Harvard University library. (He once took a low-paying job there, Kokernak says, to gain unfettered access.)

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Taken on March 17, 2008