Combining social media and rich-media ad units such as IAB's "Rising Stars" creates "engagement of super power strength," writes Dilip Venkatachari. The challenge is for brands to blend these elements together in a way that feels natural for the user. The key to successfully combining the ingredients is social listening, paying attention to "an individual's likes, needs, opinions, and interactions -- all readily available in real time across social networks," Venkatachari writes.

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