First, third party ad networks are not necessarily looking to preserve the unique user experience Twitter has created.

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For most social-networking sites, the data identified the profile being viewed but not necessarily the person who clicked on the ad or link.

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Dennis Roche, president of Access Sports Media, which operates screens hanging in the concourse of 47 professional sports arenas, said he is willing to risk some pricing erosion to get more dollars from ad categories that wouldn't necessarily buy space on his firm's screens.

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But the company is not running its first-ever Super Bowl ad to convince more Americans to jump into the real estate game necessarily.

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"If the ad is skipped, the consumer likes it, but it's not necessarily good for me and it's not necessarily good for the broadcaster because I'm in the same ecosystem as him, " Mr. Ergen said.

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