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The Boston Globe

Business

Shazam deal aims to tie audio to products

NEW YORK — The choice of song has long been critical to a commercial’s success — think Fiona Apple singing “Pure Imagination” in a stirring Chipotle ad.

But with the increasing importance of the “second screen” — the use of smartphones and tablets while watching TV — a viewer’s connection to an ad can come through any kind of audio at all, whether it be a song or the sound of a beer being cracked open.

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