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Remember how the internet was going to be a world of highly targeted advertising and messaging, picking up on past consumer behaviour and everyday habits and activities to offer exactly what we wanted? We’re not quite there yet and no statistic illustrates this better than the fact people in the APEC region click on an average of just six social media ads a month. For all the volume of social media use and the proliferation of advertising, our engagement remains very limited. The reality is that advertising hasn’t yet fully evolved to provide the kind of personal experiences social media and its