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March 8, 2012

Why has Google arguably become the most popular advertising platform on the planet, attracting a whopping $36.5 billion in ad spending in 2011? And why has Facebook, with an expected IPO valuation of around $100 billion, become such a juggernaut in digital marketing?

Why has Google arguably become the most popular advertising platform on the planet, attracting a whopping $36.5 billion in ad spending in 2011?  And why has Facebook, with an expected IPO valuation of around $100 billion, become such a juggernaut in digital marketing?

The short answer is both Internet platforms combine huge audiences and some capacity to understand individual preferences (based on online behavior and conversation) in order to help brands engage the right consumers with more relevant advertising content and dialogues.