Techniques are provided that relate to social and communications impact relating to advertising. Techniques are provided that include tracking information relating to an online advertisement served to a user, communications between the ser and one or more other users in the user's social network relating to the advertisement or a subject of the advertisement, and online or offline behavior of the other users in connection with one or more objectives of the online advertisement. The tracked information is used in assessing the impact of the advertising on the other users, which assessment can be used in advertisement campaign optimization.
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