Want Better Social Advertising? Break Down the Walls

Opinion: Despite the dominance of walled gardens today, the tides are changing


Over the past decade, the use of social platforms grew rapidly, expanding into every aspect of our lives. According to Pew Research Center, 69 percent of Americans today actively use social media to connect with others, get news and share information. This is up from just 5 percent in 2005, when Pew first began tracking social media adoption.

The value for brands to invest in social is relatively unquestioned. Social media advertising budgets have doubled in the past two years, from $16 billion in 2014 to $31 billion in 2016, according to eMarketer.

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