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Content, data and technology: Which matters more

Content, data, technology. Which has the biggest effect on achieving advertising greatness?

This is the question three media mavericks tackled at this year's Advertising Week Europe.

James Morris, Global Head of MediaCom Beyond Advertising, Casper Schlickum, co-founder and CEO of Xaxis and Jay Stevens General Manager, International at the Rubicon Project each defended their corner in a fun a feisty shoot-out.

The session was moderated by Nigel Clarkson, MD and commercial director at Yahoo!.

Here's what they had to say.