The increasing sophistication of filters that can send brand-love messages exactly to that special consumer-someone in the mood for a little emotional bonding promised a land of sales on the other side, with technology enabling advertisers access to ever-more sophisticated profiles built from searches and social pages, selling this to brands as a way in.

FORBES: A Story About Occupying Digital Space. Or an Answer to 'How Should I Be Measuring Digital and Social Media Anyhow?'