"... A fundamental problem with monetizing social sites is that the very reason why they have long time-on-site that makes them less effective places for advertising. They have provided a comfortable third place…people are already where they want to be! Social network audiences are less like searchers and more like homebodies. The ads that will work best aren’t those where people have to leave the site, but those which allow you to stay and keep hanging out. But trivial things like games and contests can only be novel for so long ..."
– Joshua Porter, Bokardo, "Why Social Ads Don't Work"
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