From my experience social, namely the largest one - Facebook - delivers way better results than any solution from DSPs.
People forget that the medium itself is important, not just the data.
(Let's not forget that the data directory reach, from the first page of search results has the reach of part of US Households, it doesn't have the global reach a social network like Facebook has).
So I disagree: some social platforms have great targeting compared to open web.
People forget that the medium itself is important, not just the data.
(Let's not forget that the data directory reach, from the first page of search results has the reach of part of US Households, it doesn't have the global reach a social network like Facebook has).
So I disagree: some social platforms have great targeting compared to open web.