The call for an audit of Facebook’s metrics comes a week after the social network acknowledged inflating its video metrics.
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For WineEnthusiast, the future might include TV and radio advertising as the e-retailer looks for new ways to drive demand, Edelman says. "We're exploring it to see if we can we move some catalog budget to outside advertising."
The means for driving traffic keep changing, but bringing more shoppers to their e-commerce sites remains a key goal for web-only retailers.