Audience measurement for online advertising; Google AdWords and Facebook

Funk's chapter on Facebook Advertising was impressive in that I had no idea how many and what kinds of advertising was going on on Facebook until now. I had a basic idea of digital advertising on Facebook, but it was impressive how intricate their advertising system was. What is confusing though, is that I have never noticed half of these strategies implemented on Facebook. The sponsored search result was an interesting idea but I had never seen it before so I went onto Facebook and searched "Obama" and "Nike." However, it did not return a sponsored search result as Funk had written. After careful examination of my own newsfeed, I noticed many "your friend shared this post" versus sponsored ads. Funk's methods may be outdated as it was written 2 years ago sine the digital world is evolving at a fast rate. I think a section about sponsored user generated content should have been written.

Also, I liked the post by the Interactive Advertising Bureau and their description of engagement as a continuum from cognitive, emotional to behavioral. Engagement is important as is awareness, perception, and intent. I think the IAB put an emphasis on engagement because the digital platform makes it easy for interactivity versus other platforms such as television, radio, and print. Digital advertising has and always will continue to evolve, and I believe the emphasis is now on consumer engagement and consumer generated content.