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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.