Some might see the big ad agency holding company WPP signing a deal with Buddy Media as a sign of social media advertising technology consolidaton. Certainly, the space – and online ad buying in general – is crowded and complicated, with too many specialists that advertisers and agencies have to stitch together. But the deal isn’t exclusive, and media buying is hardly the place to add the most value in social media. Buying volume efficiently isn’t really the problem. Iet’s connecting the dots between ad placements and long-term effects on brand metrics like awareness, consideration and loyalty rather than depending on simple click-throughs to determine ad-spending value.