by Susan Kuchinskas, SAP Blog

“‘When you play a game, like something or take an offer, it gets augmented into the Social Graph,’ says Sivan Metzger, general manager of Kenshoo Social, provider of software that helps marketers use Facebook data to target their ads and track the results, and then use that data to get better results.

Say you shared or liked a piece of content from Macy’s. Facebook enters that data point into your Social Graph. Macy’s may want to tantalize you with an ad—and so may its competitors. But there’s more magic for advertisers in your Facebook friends, according to Metzger.”

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