Commentary

A Changing Landscape

How is behavioral targeting different in social networking, today?

“It's about the identifiers,” said Andrew Monfried, Founder and CEO, Lotame. “How you're [consumers] are engaging with the networks.”

How are the results changing?

“New data points,” said Monfried. “Time spent doesn't matter? We completely disagree.” … “The true question is how you're going to monetize hits 6 through 60.”

“We've seen more aggressive pass-along when it works,” said Samantha Skey, EVP, Strategic Marketing, ALLOY Media and Marketing.

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