The ins and outs of the advertising business aren't usually that fascinating, unless of course they involve a company that is attempting, out of necessity, to revamp the entire model.

When you think about how far advertising has come since its Mad Men days, it's a little shocking that Facebook ads will be responsible for a majority of the company's estimated $4 billion in revenue this year, being predicated on the notion that a user is more likely to spend money on something that a friend has r [...]

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