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An example budget allocation process may include: deter mining how to allocate a budget among different content distribution mechanisms, and generating a graphical user interface showing allocations of the budget among the differ ent content distribution mechanisms, where the graphical user interface includes elements to vary the allocations, and where the elements are movable to trigger variations in the allocations. The example process may also include: receiving an input from the graphical user interface; determining a reallocation of the budget among the different content distri bution mec

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