September 11th, 2012

In Pursuit of Revenue, Social Networks Ramp Up Ad Targeting

By Michael Learmonth
Advertising Age

For the dominant social networks, the pressure is on. Facebook’s IPO cast a harsh light on its ad business, which isn’t growing as fast as Wall Street had hoped. Twitter, on the other hand, has to prove that it has a business that scales enough to keep the doors open.

One way to gain more ad dollars is to ramp up ad targeting, which both companies have done over the past few weeks. But while Twitter is playing it safe, Facebook is pushing the envelope with new tools that could bring the web equivalent of junk mail to your Facebook page.

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