2018 could be the year in which “social will dominate digital” in advertising—according to an Ignite Social Media exec. Better metrics for measuring business results combined with new opportunities (like AR) could convince buyers to direct more funds towards social and away from traditional digital ads. And if this happens, Facebook may have the most to gain. Executives also expect The Influencer Effect to continue, but for influencers to have to do more to seal brand deals than just, well, be an influencer. (MarTech Today)
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