Chris Pulley is the Vice President of Digital at CCP Global, Inc. He discusses how to operationalize social advertising and measure its contribution to success. Some key points include: - The importance of understanding audience segmentation, content engagement, and driving conversions. - Setting specific and measurable goals for social media campaigns. - Using techniques like retargeting, lookalike audiences, and affinity targeting to efficiently reach audiences. - Tracking metrics like CPM, CPC, CPL, and CPE to measure the ROI of social advertising efforts.