The CEO of the world's biggest advertising group has expressed doubt about advertising via social interaction.

Speaking at the Royal Television Society in Cambridge on Friday, Sir Martin said that social networks were “not the right context” for commercial advertising because they interrupted something that was supposed to be fluid and informal.

“Facebook, Google+, Twitter are advanced forms of social interaction. We used to write letters to each other and now we correspond through Facebook and Twitter. If you interrupt that with a message you may run into trouble.

“I have some fundamental doubts about the ability to monetize social platforms… it is dangerous territory if you try to over-monetize it,” he said. Telegraph

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