This combined with a slowly recovering ad spending environment, CBS is starting to see an improvement in pricing.

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"Slowly but surely lots of crumbs ad up to a cake, " wrote another women's sports pioneer, Billie Jean King.

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But it acknowledges that it has moved slowly with the small-business ad service to make sure it's just right.

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Posts as ads may sound scary, but in a world where we're constantly being bombarded with advertisements, there's something almost comforting in knowing that your friends are slowly becoming a more powerful tool for advertising than many of those million-dollar ad agencies pushing Budweiser or insurance policies at you.

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In any case, given how slowly marketers and agencies have gotten with the digital program, it seems unlikely whatever new ad format does appear will take off this year.

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