Facebook will morph from a relatively private social space
to a business entity driven by the bottom line. Brands will
need to tread carefully as they explore these new
opportunities. Some users will tolerate prominent
advertising in return for free access to their friends and
social connections, but others may balk at increased
commercialization. Seeing their personal data sold for
targeted advertising may cause resentment, unless brands
deliver engaging content that is appropriate for this
personal space.
As brands start to invest higher CPMs in more impactful
ad units, it will become increasingly important to optimize
visuals and messaging. Some of...
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