This short article by Jim Meskauskas of iMedia and ICON about the next round of social media advertising tools (beyond banners and branded communities). While its a bit short on measurement, it does point to the social-izing of advertising, which I think is important when thinking about how social media adds value to advertising as we know it today. Add to that comScore's ability to track distributed advertising, and you start to build a picture of how value will be created and how it will be measured.
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