Social Ad Lessons

NEW YORK Social wunderkinds like MySpace and Facebook face a dilemma: advertising in these environments is a decidedly hit-and-miss affair. For all their potential, they’re tough for advertisers to figure out.

The magic of search engines is how accurately they pair expressed user interests with advertisers (think of search as the ultimate matchmaker). On the other side of the coin, content sites offer contextual environments for pairing with brands. Social media sites, however, often do neither.

Instead,

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