How credit card provider MBNA is integrating social data to build custom audiences

How important is integrating social data into ad targeting?
It’s about using data in the most effective way and for us that means keeping it within the walled gardens. But it’s also about using data cleverly. The key thing for us as a credit card business is to keep the focus on the fact that we are a premium lender. So we deal in segments that have better creditworthiness.
Therefore our marketing has to be as efficient as possible so we are only reaching people who are eligible. So