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The broadcaster sold an Olympic record $1.2 billion in advertising even though it saw a 13% decline in ratings from the 2012 London Games.
The companies are trying to carve out a place in an area where large automakers are increasingly moving R&D in-house, building a package to be available to all by 2019.
The mobile-payment firm may have some heavy hitters on its board, but analysts say the corporate setup may not be putting shareholders first.