Even though Social TV is barely three years old as a major consumer phenomenon, it is speeding towards its coming of age. The impending launch of Social TV ratings at the end of this month will not only prove if the concept can pass muster, it also has the potential to upend the TV airtime trading market as we know it. Yet how many advertisers have considered the possible new opportunities it offers, as well as the upheaval that may hit us in the months afterwards?
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