We are living in a social world, a reality not lost on marketers. Last week, eMarketer reported 88 percent of all U.S. firms have a presence on at least one social media platform—which explains why the forecaster predicts advertising on Facebook, Twitter, Snapchat and their social brethren will exceed $29 billion in 2016. As if on cue, Twitter just unveiled native video ads that can be targeted via its MoPub mobile apps network.
Here's what's changed with social: its targeting abilities, which in recent months have become dramatically more sophisticated.
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