But think about it: You’re on one of those social sites, already being social with your friends, and so why are you going to follow a link and click to a cookie site to tell you how to be social? You’re not. And so the cookie company is, I predict, going to flop at its cookie site (once today’s rush of Times traffic subsides) and then it will declare that social doesn’t work and isn’t worth anything and it will return to buying upfront TV.

in case you needed more arguments that social network “brand advertising” is an idea only dumb people on madison avenue could have.

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