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I don't think project am much interested in initial coin offering advertisers anymore since they are no longer effective after IEO came out,they just prefer to rely on the bounty hunters because they work for free and there is only reward if the project get successful but other companies project need to invest their money no matter the project that successful or failure.
But the best thing needs for an ICO promoting company is how much they are reputed and community support from cryoto related people.