Bloomberg’s social media-referred traffic has grown by 90 percent in the last year, and it’s now letting advertisers buy ads to specifically serve those visitors from social media. Using a tool called Social Connect 2.0, visitors referred from social channels are served particular ads. Bloomberg Media’s chief revenue and client partnerships officer Paul Caine says the goal is to better represent the nuances in marketing: “Social Connect 2.0 is based on the understanding that each social platform has a unique type of consumer who is seeking content but often for different reasons.”
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