Summary
Social sites are the new darlings of the advertising world, promising reach, engaged audiences, and coveted native ad formats. But buyer beware: not all social ad inventory is the same. B2C marketers forming expectations based on results with Facebook's established ad platform would do best to reset assumptions before proceeding with still maturing sites such as Snapchat. B2C marketers must understand key inventory differences and proceed with a test-and-learn mentality.
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