Facebook cools on social ads

04/1/2013 | Advertising Age (tiered subscription model)

Facebook is walking back from previous declarations about building a new, more social marketing model, and is instead embracing conventional digital advertising methods, some experts say. Instead of focusing on word-of-mouth-marketing at scale and user-submitted data, the social giant is now adopting more conventional retargeting techniques. "It's become less about having a relationship ... and more about reach," says Deep Focus CEO Ian Schafer.

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