A social media shakeout is looming as clear winners and losers begin to emerge. Brands on average are present on 7.5 social platforms. As the cost of social increases and budgets remain constrained, this is unsustainable and brands will be forced to pick their partners.
The surge of mobile device use is spurring innovation in ad serving and tracking technologies. Facebook is leveraging user-based single sign-on (SSO) and registration data to enable personalized marketing communications and cross-platform attribution. Google is developing its own alternatives, as are other players with user-based data assets, including Apple, Twitter, Yahoo, Amazon.
Social Media Platforms Analyzed in the Study:
Learn more and download an excerpt at http://www.l2inc.com/research/social-platforms-2014
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