There's tons of hoopla and excitement around social content advertising, for good reason. Note however, the social content advertising space will not grow to where the industry forecasts unless we can measure the impact it has on our clients marketing investment return. This means that the typical tools we have "grown up with" in the digital space such as 3rd party ad servers and the like are not sufficient in measuring the efficacy of social content advertising. What will those tools be? Who will build them? What should we expect?