CANNES, France — As brands chase engagement, a number of social publishing platforms are offering more tools to both drive and measure interaction of branded content, says John McCarus, SVP Social Content at Digitas during an interview with Beet.TV at Cannes. “Brands are starting to get help from a more evolved social structure and we now have partners providing tools,” he says.

For instance, Yahoo’s acquisition of tumblr  now allows for a more evolved content marketing program that can drive earned output and measure it with better tools, he says. Tumblr’s native ads now appear across Yahoo’s properties, which can deepen engagement. Likewise, Pinterest is working to help brands find content that is engaging and deliver that to users. Facebook is also recommending that brands focus on content.

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