In AdWeek, Brian Morrissey presents a good write-up of the analysis of social networking data and its implications. He asked me to comment, and what made it into the article was:
Many ad buyers are maintaining a “test and see” approach, since it’s unclear whether behavioral data derived from online social networks will supercharge ad performance or merely provide incremental improvement. “The jury is still out,” says Eric Porres, a partner at New York digital agency Underscore Marketing. “Hypothetically, it makes a lot of sense.”
This was just a small part of our conversation. Suffice to say, it’s more than just hypothetical. Social networking data presents an extraordinary trove of untapped potential for marketers to tap into active human interests (vs. the passive experience of consuming web page content).