That requirement is also tied to ObamaCare's "exchanges" where everyone will buy coverage, which are in turn tied to the new entitlement subsidies, which are in turn tied to the Medicaid expansion, the many tax increases and all the other things on the periphery of the law that wouldn't have passed without the individual mandate.

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Mergers have been a go-to way for exchanges to grow in the last decade, but increased consolidation, in turn, meant a rise in anti-trust concerns from regulators.

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Advertisers and agencies in turn are getting used to buying media through demand-side platforms and exchanges where they have access to nearly unlimited amounts of inventory, where they can test cheaply and quickly, and scale greatly.

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Later, in a deposition, Andreas denied participating in e-mail exchanges that later emerged when Lorillard got a court order forcing the firm to turn over internal documents.

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