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Today, it started to remedy that situation with the acquisition of Wildfire Interactive, which brands such as Virgin and Gilt Groupe manage their social-media marketing, from placing ads to managing fan pages.
FORBES: Wildfire Acquisition Finally Adds Social to Google's Ad Business
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The iTV partners will continue their core business and package programs, place ads, handle billing and collection, and manage the network facilities.
FORBES: Apple Partners To Subsidize iTVs; Sharp To Produce Sets
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Companies now have to manage Facebook pages, wallposts, tabs on pages, Facebook ads, Twitter and LinkedIn updates.
FORBES: Connect
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Twitter took another big step in making its platform brand-friendly through its announcement of a new Ads API today, which will allow partners to manage marketing campaigns much more fully on the site.
FORBES: With Twitter's New Ad API, Salesforce Can Make Social Ads Less Of A Headache -- For Brands And For You (Updated)
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Google could subsidize the offering by displaying ads when users log on to check their voice mail or manage their accounts.
FORBES: Google Calling
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LinkedIn is launching a new Ads API that will make it easier for social media marketers to manage their LinkedIn campaigns.
FORBES: LinkedIn Targets Ad Growth With New Ads API