By Tim Page

With 1.59bn users and rising, the movement of advertising budgets towards Facebook seems an unstoppable tide. But to get the best results, brand owners must work to optimise their campaigns by harnessing the strengths and maximising the efficiencies of multiple platforms rather than addressing each in isolation.

With many social platforms operating as closed ecosystems, keen to defend their uniquely accurate data from being devalued by other parties, achieving unduplicated reach across more than one platform is as much based on educated guesswork as it is with any other channel.

Change is coming, however.

Facebook has long provided the means to automatically optimise Read full story ›

Source: The Drum