The shift, in an industry where marketers usually make ad agencies audition for months for big advertising accounts, was shocking.

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"Bowl games, they usually have an ad about the two schools, " he said.

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Large marketers who want to buy ads on Facebook usually work through a group of firms that Facebook allows to use its ad API.

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David Poltrack of CBS said that interviewees often under report TV watching, and that the research by Arbitron that is usually cited -- which conveniently points to more viewing and therefore more ad dollars -- is machine-recorded, and therefore more reliable.

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