We look at earnings from Snap and ask the question: "If a billion ad dollars were to come out of Twitter, where would it go?" Then it's more earnings breakdowns of Netflix and major CPG and luxury advertisers. Creative destruction is in full effect as digital endemics continue to gain share among the top 100 U.S. advertisers, and we dig through some academic literature for a little history lesson about the concept of reach.

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Music credit: Joseph McDade