The "frictionless" sharing tools on offer from Facebook are changing the way brands think about online marketing, writes Dave Williams. Marketers are developing applications that make sharing easier, but that also yield valuable data about users' interests and activities, allowing brands to design and serve up better tailored and targeted adverts. "More shares and Likes will increase ad accuracy over time, helping advertisers deliver even more relevant ads to their target audiences. ... Frictionless sharing data will soon be part of every social marketer's arsenal," Williams predicts.
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