Yahoo published a patent it filed in 2011 for "social reputation ads," a concept that has ad publishers charging marketers varying amounts based on the social influence of the ad's viewer. The calculation would involve factors such as the number of social media followers of the user or the user's title. "This is a new, creative way for marketers to use a multiplier effect to influence how their brands are perceived to ideally lead to sales," said International Marketing Partners Director Allyson Stewart-Allen.

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